Pay at the Pump
Here is an interesting snapshot posted on Facebook. If you look closely on the left side of the gas pump you can see a red and white sticker outlining the effect on the price of gas if a particular gas tax supported by Massachusetts governor, Deval Patrick, was signed into law.
Despite signing the 2010 budget that imposes more than $1 billion in additional taxes on state residents, including the first increase state sales tax in 33 years, Patrick continues to strongly support raising the gas tax.
In true colonial spirit, people opposing the gas tax increase have placed these stickers at gas station pumps explaining how Deval’s proposed nineteen cent increase would put the tax at staggering 60 cents a gallon.
This is an interesting and effective approach to highlight a political issue. The “opposition to the gas tax” sticker couldn’t be placed in a better spot with a more a captive audience. As Massachusetts motorists fill their tanks, they are asked to imagine what their bill will look like if the price were to go up even more.
This has the potential to resonate because it addresses what’s actually on the audience’s mind at that moment – paying at the pump. What makes it effective is the innovative approach. The sticker reads like a public service announcement rather than a partisan attack on the governor responsible for the higher tax. It doesn’t look like a political ad so people aren’t tempted to ignore it.
Traditional political advertising can sometimes carry negative connotations with the prevalence of attack ads and partisan politics. Thinking outside the box with strategically placed ads like this are the future of smart political advertising tactics.
