Motivating people to change isn’t easy. We use audience research to understand what people need to respond and react favorably. Our recommended tactics reach people where they are and help them act. A couple examples:
- A celebrity spokesperson, extensive media outreach, digital strategies, tools for employers, and a public service advertising campaign—all informed by consumer research—delivered the message that preventative cancer screenings cannot be delayed. In less than a year, this campaign generated 250 million impressions.
- To launch the federal government’s communications efforts to combat obesity, McCabe turned the headquarters of the Department of Health and Human Services into a farmers’ market. Along with a groundbreaking report on the state of obesity in America, we unveiled print, TV, and radio public service announcements that used humor to motivate audiences to take small steps toward better health.