This week one of the student presentations was on The Healthy Penis Campaign, and how different cities had slightly different media campaigns. San Francisco's messages were positive and humorous, while Los Angelos used a more serious approach. This presentation really caught my attention for a few reasons: 1) I thought humor wasn't very effective and 2) People seemed to appreciate positive messages.
This is something that directly relates to our own campaign on making healthy choices. One suggestion that was made by some of our low involvement focus group participants was to add statistics to our posters (which oddly enough, an article we read earlier in class suggests statistics are more for the highly involved). Not only was the addition of statistics suggested, but using positive messages was emphasized. People want to see how they can improve themselves, their looks, their health. Not how certain eating habits can potentially lead to heart attack or stroke. This experience really stressed the importance of formative research and getting feedback on materials despite what is expected for the segments. Not everyone in a segment is necessarily going to agree, or follow the pattern you expect.
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