Monthly Archives: November 2012


The lesson is a simple one, fundamental even, but it is very often forgotten or ignored by social and cause marketers. It’s that you have to understand your audience, and frame your issue in terms they can understand and identify with. Consumer marketers live by this code, but in the world of activists and not-for-profits it simply isn’t intuitive.


Two years ago, we were tasked with branding and promoting a new program for Health Canada about environmental health hazards …

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