Raising awareness or encouraging behavior modification for a social or public health issue is quite a different communications challenge than persuading consumers to purchase commercial products. Campaign designers and funding sources face two underlying questions: 1) is a campaign worth the investment of time and resources; and 2) how does one increase the chances that the campaign will be effective?
G&R was recently enlisted to evaluate a campaign which sought to establish a comprehensive community health model aimed at promoting healthy adolescent development and preventing dating violence. The initiative’s co-sponsors wanted to understand the target audience reactions to 8 concept executions and to determine which of the executions might be considered stronger or weaker candidates for the campaign. The research identified the strongest campaign ads based on overall stopping power, behavioral disposition, and emotional engagement. Select executions were recommended for strategic positioning in order to reach target subgroups and ways to optimize campaign communication were presented.
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