Awareness is a step, not a destination - Focus Communications
Sue Heuman

Sue Heuman

Principal at Focus Communications
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Awareness is a step, not a destination

Make it go viral.

We want to increase awareness.

Sigh.

I’ve had a long-held conviction that awareness campaigns are just the first phase of a longer strategy. The big goal is to change attitudes and behaviour. Lemme show you.

Did you know that the Yellowhead Highway is only 158 km longer than TransCanada Highway 1, from Winnipeg to Vancouver? Given that the former goes through Edmonton, and the latter through Calgary, it doesn’t seem possible. But there are fewer twists and turns, and fewer elevation changes along the Yellowhead Highway than the TransCanada. It’s not only easier, it’s the road less travelled.

Huh.

Ok, now you’re aware of this information. But it won’t make your vacation plans any better if you don’t act on it.

And, that’s the point, really.

Don’t get me wrong, awareness is a critical step in changing behaviour. You can’t change attitudes and behaviours without first being aware of something. Too many clients, though, think that awareness is all that’s needed.

We believe that you have to help people convert that awareness into action: to sell tickets, fundraise, purchase items, and so on. That means that an awareness campaign is the first step and should be quickly followed-up with a ‘call to action’ campaign. Get those newly-informed folks buying your products!

So, now that you’re aware… contact Focus Communications to help you plan your next campaign.

(See what I did there?)

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