Communications Strategy

Are we missing the point?

When you’re on an airplane, do you watch the in-flight safety video?

 

If not, you’re in good company. Neither do 60 percent of your fellow travelers.

 

I mean, we’ve seen them countless times before. They’re boring. They’re kind of funky. Flying is safer than driving – nothing’s going to happen anyway.

 

Some airlines are using their safety videos as branding opportunities. Here’s Air France’s big production from last year.

 

The airline describes it as “an elegant, lively and fast-moving showcase of French culture.”

 

That’s terrific but what happened to the part about safety?

 

(Pop quiz: When should you inflate your life vest? Before or after you exit the plane?*)

 

I much prefer this British Airways video. It grabbed and kept my interest, it made me laugh and it let me concentrate on one thing at a time.

 

There hasn’t been a lot of research on the effectiveness of in-flight safety videos but one study by the School of Aviation at University of New South Wales Australia found that humorous videos scored better for holding passengers’ attention than conventional videos or videos that feature celebrities.

 

But, said Brett Molesworth, co-author of the study, “Where the vast majority fail is effectively communicating the important safety information which ironically is their primary purpose.”

 

In other words, there’s a danger that really important information can get lost in its presentation.

 

I’m not sure what the answer is.

 

But I do know who’ll take charge in an emergency: your trained flight attendants.

 

Having worked for the Association of Flight Attendants (now an affiliate of the Communications Workers of America), I know flight attendants’ number one job is to keep you safe.

So maybe airlines should continue showing their videos but add a repeating subliminal message:

 

"In case of emergency, LISTEN TO YOUR FLIGHT ATTENDANTS AND DO WHAT THEY SAY!!!!"

 

* And remember to inflate your life vest only AFTER you’ve exited the plane. :)

 

As always, thanks for reading!
 

Amy M. Mayers

Communications Strategy

amymayers.com

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Amy M. Mayers

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