Part 4

1. NOSTALGIA
History IDENTITY
Memories Team
Nostalgia Together
Continuity Belonging
Human Face Identity
SLIP TIMING
Trust builds up slowly, Instant Gratification
drops fast. (Timing)
Misplaced loyalty. Different Habit
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2. ACTION
action
action
action
ACTION action
ACTION
action action
ACTION
action action action
ACTION
action
action
ACTION
The Findings
ACTION
action action
ACtion
action
action
action
action

3. Donors define best and worst experiences as:
BEST experiences : WORST experiences :
• make an impact • no tangible results
• long term solutions • short term solutions (Band-Aid)
• learn new things • feel hopeless, powerless
• feel inspired, • bombarded by useless
empowered information
• feel connected, loyal • feel manipulated, distrustful
Putting on a Play Small Part of an Assembly
Line
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4. What are the cues for a play?
CLEAR IMPACT INTERACTIVITY BELONGING
Show tangible impact Donors want to at least see Make people feel like part
right away. A delay a bit of the action, if not of a larger picture.
between donating and participate in some way. Donating is not just a
seeing impact weakens They want to be inspired passive experience –
the impression that and surprised by UNICEF. people are joining up from
UNICEF is getting things all over the world, doing it
done. together.
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5. ACTION
!"#$%&
action
action
ACTION action
ACTION
action action
ACTION
action action action
ACTION & Examples
action
action
ACTION
Recommendations
ACTION
!"#$%& action
ACtion
action
action
action
!"#$%&

6. We suggested an online experience that felt like
being part of a play.
Thank You
This DONATE
week donors Chipoka
accomplished…
Malawi
Trained 500
teachers
Njoho
Monies
Received
Built new school

7. Rather than dry,
impersonal text, we
could reformulate
information into
stories, like a play.
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8. It’s difficult to build a foundation on the edge.
However, families on solid ground – in
good health – are twice as likely to
break free of poverty.
For this reason, UNICEF helps families build on
solid ground through:
• Vaccines
• Micronutrient Supplementation
• Insecticide-treated Bed Nets
• Safe Hygiene Practices
UNICEF: Building Children’s Lives Away from the Edge

9. Don’t Answer the Following Marketing Questions
Do you have an overall Frame/
Metaphor/Story for your brand?
Are your words, metaphors, and
images telling a consistent story?
Can people tell your
communication material from your
competitors'?
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10. Don’t Think of the Following Research Implications
Are you including the marketers, marketing
material, and consumers in your research?
Are you researching both the conscious and
subconscious brains?
Are you offering concrete solutions, with
examples of execution, to your business
partners?
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11. Vwhs Rxw ri Brxu Iudph.
Vwhs Lqwr Wkhluv.
Step Out of Your
Frame.
Step Into Theirs.
Cipher Key
Letter + 3 = Code
Vjcpm3Aqw
( ex. A + = D )
Thank You
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