Tag Archives: messages

Is ‘poo’ viral enough?: bowel cancer screening campaign

This April, the Scottish government along with The Leith Agency created a new campaign to promote early detection of bowel cancer. It is the third most common cancer in Scotland and effects mostly older adults, however 9 out of 10 can survive this cancer if it’s caught early enough.

They released this video in order to bring awareness of the issue to the public:
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Now on sale: Choice architect & Nudges

supermarket-aisle-grocery-store-shopping-cart-Favim.com-475341When you walk into the grocery store, everything seems to have a place. Think about the shelves or bins where you grab your groceries from? What do they look like? Where are they placed? Do you notice the colours of the labels and packaging?

If you think about it end caps usually have special items, often at a discounted price. New products always seem to be at eye level in order to grab our attention. And of course, candy always seems to be on the lower shelves for the little ones.

This isn’t by accident. 

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From AIDA to ADIA: Targeting Audience Messages

As public relations practitioners, when we think about getting our messages out to the public we usually refer to AIDA;  raising awareness, holding interest, creating desire, taking action. This concept to drive messages towards an audience in order to raise awareness of issues which would, hopefully, lead to action.

If we look critically at the model, we see that this is more of the blanket method. The message is targeted at a general audience. In this way, we try to insure that everyone who sees it will resonate with it thus giving the message power. What we don’t realise is that by not customising our messages to a specific segment of the audience, we are sending out a broad message that may not have the desired affect.

But what if there’s a different way of making sure our messages go farther?

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Brett Ashley Bridges

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