Agency: AMV.BBDO | Author: Vanella Jackson |
Department of Environment: Conservation
Introduction
This paper demonstrates how planning played a fundamental part in the development of the new DETR campaign. It reminds us that getting the best advertising can require us to have the courage to start again.
By studying the reasons why opinions don't always affect actions, we reached a creative strategy that produced good work and positive research results.
In spite of this, we went back into research to investigate how people felt about 'doing their bit'.
This uncovered deeper insights into the emotions that we needed to pull on...