I recently took my daughter to an innovative exhibit at a nearby museum that featured a massive ball pit. It was a blast! The pit was hip-deep for adults, with “islands” scattered throughout, allowing you to pull yourself out and leap back into the colorful sea of balls. However, I quickly discovered the hard way that the edges of those islands were made of unpadded plywood. After bumping my shins multiple times, I found myself nursing bruises later that evening.
As I applied soothing arnica gel, I pondered why there hadn’t been a warning about the plywood edges that caused my injuries. Sure, the staff informed us about the depth of the balls and how tricky it could be to navigate in the deeper sections. They even reassured us that the balls were made from anti-microbial material. But what about my bruises?
It struck me that many products and venues often fail to provide parents with the crucial information they need. Here are some ideas for how advertising could better serve families:
Bras
Advertisements should feature a variety of models to represent the diverse shapes and sizes of breasts. It’d be helpful to see how bras fit pre-pregnancy, post-pregnancy, and even on implants.
Water Parks
Instead of a single family happily drifting down a lazy river, show an overhead view of a packed park on a scorching summer day. Parents deserve to know what they’re getting into!
Toys
Beyond age recommendations and engaging images of kids playing, packaging should also highlight how challenging it is to open the box—especially in the chaotic moments before a birthday party.
TV Ratings
While warnings about sex, violence, and language are important, parents also need a “Voice Annoyance Scale” rating to gauge how bearable character voices are, from charming like Kermit to grating like Caillou.
Food Dyes
It’s great to know about the safety of ingredients, but what about the messes they create? A warning about Go-Gurt’s staining potential would be helpful for parents.
Detergents
These should come with disclaimers like, “Sorry, that Go-Gurt stain isn’t going anywhere!”
Cars
Safety ratings should include the ease of installing a car seat. Can it be done in a rental car without excessive frustration?
Movies
Theaters should provide details like ticket prices, showtimes, and the temperature inside, so parents can prepare for a comfortable outing.
Video Games
Age ratings are useful, but we also need insight into how addictive a game might be and how difficult it will be to tear kids away for dinner.
TV News
It would be fantastic if news broadcasts could inform viewers when the more intense segments will air, allowing parents to tune in at a better time.
Medications
While drug companies do warn about food restrictions and driving, they often overlook how unpleasant the taste is or what level of bribery will be necessary to get kids to take their medicine.
Tech Devices
Ultimately, parents just want to know about battery life. How long can it keep the kids entertained?
This article originally appeared on August 22, 2015.
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Summary
Parents often lack crucial information from advertisers that could help them make better choices for their families. From the diversity in bra sizes to the realities of toys and medications, there are many aspects that should be addressed to better inform consumers. By providing relevant details, advertisers can create more meaningful connections with parents.