Impact - not ideas - should be the star of your story
Nonprofit Marketing Blog
JANUARY 31, 2012
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. Not surprisingly, they were unanimous in their judgment that access to fresh water was far more personally relevant, and therefore motivating, than a role in building a metaphorical hive.