3M is purpose-led at heart, rallying around actions and innovations that help solve some of the world's greatest challenges. Purpose is also critical to winning over 3M's customer target, Opinion Leaders (OLs), who care deeply about societal issues. Unfortunately, when OLs think 3M, they think products, not purpose.
To shift perceptions, we searched for an issue (like economic development or climate change) where 3M's expertise and OLs' interests converged. One had a surprising (and untapped) emotional insight - transportation infrastructure.
When we learned 500 children die in road accidents daily1, many around school zones where we assume...