Know-How Exchange : Advertising/PR

Dear sherif,

You need to show "them"?

Who are the "them"?

The link between a child brushing their teeth and becoming successful is a little nebulous.

Success in whose eyes?

The short term change you want to see? Are you the one buying this product? If not, whatever you want to see is of no importance. Who wants to see whatever this change is and why? You need some kind of foundation and some kind of architecture behind this structure, otherwise it's going to fall apart.

The link between a change in behavior and an incentive is based on what? Again, this is a little nebulous so you need to flesh it out more. Is the aspiration here on the part of the parent, the child? The toothpaste producer? The agency? Your intention here needs clarification.

For "collect and win mechanics" to kick in you need:

1. incentive (a reason why),
2. appeal (based on desire),
3. aspiration (to engage desire and to trigger the need to own the collectible).
and;
4. social proof (of buy-in from peers or from some kind of aspirationally identified peer group or person).

Without these you don't have a solid framework of reasons for anyone to interact with the product and its overall benefits. These things might sound overly picky but they all reinforce the one thing that's vital to any piece of marketing: belief.

Who is going to be collecting what, from whom (or where), how often, to what ends, and to what overall gain? How will these collectibles be house, shown off, traded, and valued by the collectors?

Your target audience needs a desire-based reason to collect, not just a "because". This means you need a coolness quotient and a good one.

Strategically, I think your question opens up a few more questions than it answers. Could you offer more detail?

Gary Bloomer
Princeton, NJ, USA

I agree with Gary. I'm not sure what an "activation brief" is, and the connection you're trying to establish is not clearly defined. What is success? Do you have any evidence of a connection, or is this just a wish?

More information will allow us to contribute in a meaningful way. It will also be helpful to know where your target audience is, who is funding the effort, what the purpose of the initiative is, etc.

This is an article I found. https://news.bbc.co.uk/2/hi/health/4450754.stm

The premise is of course, as the Japanese say "as above so below" Someone who is content with having evident decay may be content in having other part of their work life slide. I'll get around to fixing my teeth can relate to I'll get around to finishing that report.

Tooth decay and gingivitis can relate to other illnesses, even heart issues.

I'd also research and build my case (and many studies are done) on why we put the same impressions on those overweight. Even in little things -- like Tyra Banks put on a fat suit and couldn't get a table they gushed to provide her when she was "Tyra Banks".

From there I'd go into vanity, and it's a vain world. Even the IRS recognizes it, in some professions you can write off your botox.

Succes is a relative concept.

Good oral care can indeed lead to better health, which long term could lead to better drive/motivation to accomplish the goals one has set for him or herself. The issue connects the physical (body) and emotional (head)systems. Researching successful people to uncover their life-long commitment to brushing teeth/periodic dental care, perhaps testimonials from them could help with the PR issue?

Good luck, sounds interesting!