Activation, not information, is the key

We’re all bombarded with government ads, community service announcements, new websites and nice, glossy (expensive) brochures that tell us what we should be doing to change our habits for a positive impact on us or our environment.

For the most part, most of us agree, but then what do we do with the information?  What motivates us into action?

I could write lots of theory and puff up my own successes, but this site shows us exactly how it’s done http://thefuntheory.com/

If you’re not smiling after watching this, check your pulse and call a medic.  This site demonstrates exactly how to things get done (not just talked about) and is a fried gold initiative.  Not only does it have longevity built in, the strategy rewards the creator (Volkswagen in Sweden, in this case) by rewarding entrants for true innovative action.  It builds massive brand credibility through active engagement with community, not just through an idea but through real, solid, measurable action.

The idea also has connotations for your marketing communications strategy as well.  Information is important but activation is the key.  Activation will follow experience by a factor of millions (slight exaggeration, but it’d be a lot) over an ad alone.

Make your messages more engaging and outcomes-focused by BEING engaging.  Think it through, be daring and provocative (not controversial) and your cause, brand or business will benefit.

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