Camp Jefferson
Audience Definition
Demographic-based audiences are the norm, but they don’t tell us why people choose. It’s their motivations that drive their purchase decisions, and this is how we need to define our target audiences.
Barriers & Drivers
Just because it’s true about your brand, that doesn’t mean it matters enough to be chosen. While your brand may have many Reasons to Believe, it’s the Reasons to Choose you that sway people’s decisions.
Barriers & Drivers
Overcoming the barriers to being chosen is a difficult task for every brand. But how do you invite people to support your cause when our media, our culture, and our individual beliefs are standing in the way? When CAMH launched its suicide prevention campaign, success depended on the answer.
