Why we love it:
It’s not often we’ll praise a brand for not telling a joke, let alone policing jokes told by others. But we thoroughly agree with Specsavers on this one. And by delivering this important message in a fun, meta way, they got a spike in engagement that meant it reached more people.
What you can learn from it:
Whenever you write a joke, take a beat to interrogate and safety check it. Is there a ‘target’, and if so, who is it? Are you punching up, or down? Who will get the joke? Who are you excluding from getting it? There are no correct answers to these questions – it’s just about identifying (and checking you’re happy with) how your content could potentially be perceived by your audience before you hit post.
