Tuesday, October 11, 2005

Who cares? (Pam)

Interesting conversation with Bill and Jennifer today. As they develop the creative brief, they wanted to talk to me about a consumer insight that was pretty interesting.

Essentially, here’s how it goes.

You know, gentle reader, people have problems. Their lives are complicated and stressful and tiring and basically unreasonable. So it’s not too likely you’ll find many folks sitting around after a long day at work contemplating climate change and its global economic, security and livelihood implications. Not any normal people, at least. Um, not even me.

Pretty much, everyone knows what climate change is and are likely familiar with all the nasty scenarios that have been predicted if we don’t get it together. Seriously expensive research shows that, for the most part, people actually do care about this.

How do we move them from caring at the vaguely-disturbing-but-I-don’t-necessarily-need-to-worry-today-cause-I-have-to-get-this-kid-to-hockey level to actually doing something about it, i.e. making a donation to WWF-Canada?

Knowing that they’re busy, but also care about climate change, it seems to us, after some discussion, that if we provide an easy solution, they’ll go for it.

As in, the best way to do something about climate change is to support the work of WWF-Canada because we’re best positioned to actually have a global impact. (This is quite true, by the way.)

Makes sense. There’s very little point in talking about the doomsday scenarios. Not that these scenarios lack any relevance. There’s just no point in it, because people already know it. It’s beating a dead horse.*

It also ignores an important part of the equation…hope.

There is hope. No smart person is going to spend money to fix a problem that is hopeless. In order to inspire people to donate, there must be a demonstrable need, yes. But, there must also be a solution.

So there you go – focus on the solution because everyone knows about the need. And we’ve only got 30-seconds. It all works out nicely for everyone. Errr, well, we’ll see when the concepts come in.
* Let me vehemently declare that I in no way condone such behaviour. Beating horses, whether alive or dead, is profoundly abhorrent. I use this colourful and historied metaphor (arguably a simile, but I didn’t use “like” or “as”) simply to lend emphasis to my point. Believe me when I tell you that it’s necessary for someone who works for WWF-Canada to make this qualification.

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