Agency: | Author: Katie Harrison |
BBC Education: 'Innumeracy' - The 'social problem' that doesn't exist
INTRODUCTION
Self-help or cause related campaigns tend to use extremes and emotional hyperbole. This is the story of a campaign that used neither of these. It didn't tell people off, it didn't make people cry, it didn't make people feel guilty. Instead it made them laugh. In fact it made them laugh so much that we achieved more than double the expected response.
Planning's contribution was an understanding that this light-hearted tone of voice could hit exactly the right note, because in fact we were...