And we stick to it. “Inside Out” works. Meaning, advertising that comes from the inside, expressing what the users love about a product, not what the marketing team thinks is the big differentiator; why the operators prefer using a particular machine, which may be an obscure feature that actually adds comfort; the reasons some people refuse to get vaccinated…
Which brings us to the real challenge we’re facing right now. Beyond figuring out how to convince those reluctant to get the vax, we need to keep in mind that they are not a block of people acting for the same reasons, and reachable through the same channels and media, but many, many different groups, each one with their very own values, fears, worries and concerns, and each needed to be found and touched in a way they find familiar and non-threatening.