The American Orthopaedic Association needs help framing a message that will raise awareness of the potential hazards of wearing flip-flops as everyday footwear. They're planning to launch the campaign at universities, where the practice is most prevalent. Though the AOA is funding and sponsoring the campaign, it feels it's profile, while authoritative, will not draw the attention of the target audience ~ college and university students. They need some advice in accomplishing, as Bernays writes, a change in the target audience's worldview. What do you suggest?
Tuesday, October 16, 2007
Flip-flop message
The American Orthopaedic Association needs help framing a message that will raise awareness of the potential hazards of wearing flip-flops as everyday footwear. They're planning to launch the campaign at universities, where the practice is most prevalent. Though the AOA is funding and sponsoring the campaign, it feels it's profile, while authoritative, will not draw the attention of the target audience ~ college and university students. They need some advice in accomplishing, as Bernays writes, a change in the target audience's worldview. What do you suggest?
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