It’s nice to imagine that people are going to ponder your marketing message, but sadly real life isn’t like that. Here are two Facebook executions of campaigns I’ve worked on with 11 London. Both are in what I call decision territory, which is particularly useful when there’s little time to engage and you want to encapsulate a dilemma. It forces the target audience to get off the fence and make a decision.
Working with 11 London and Tearfund I arrived at the phrase ‘Give Like Jesus’ and the questioning format that prompts the target audience to ask herself Would Jesus leave her hungry? She’ll supply her own answer. The beautiful photograph was taken by Peter Caton on our trip to Chad last year.
Similar thinking went into this execution for World Animal Protection UK. I suggested interrogative headlines such as ‘Kill or cure?’, ‘Act now. Or ignore?’ ‘Vaccinate. Or exterminate?’ to emphasise the urgency of the choice animal lovers have make about this cruelty.