It’s all about the “warm glow”!
JUNE 26, 2015
Alaska’s residents are allowed to share in the revenue the state enjoys from investments in mineral royalties. As residents apply for the money, they also get asked to donate to help Alaska. In order to determine the core message for the campaign, the residents were split into 2 groups with different copy: Option A: “Make Alaska Better” Option B: “Warm your heart (image of heart icon)” The winner?