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Impact - not ideas - should be the star of your story

Nonprofit Marketing Blog

While I was living in Ukraine, the government tax authority launched a campaign to motivate taxpayers to stay honest and continue paying their taxes. The tax authority developed several ads. It looked like an ad for Honey Nut Cheerios with worker bees starring as the cereal mascot. In one of my trainings, I placed the ads side by side and asked a roomful of Ukrainians which was more effective given the tax authority’s marketing goals.