Have a Cause Initiative You Can Rally Around

For other companies wishing to do a campaign similar to Nationwide’s Driving While Distracted program, Fleishman-Hillard’s Senior Vice President Bill Ferguson and Nationwide’s communications consultant for media relations, Charley Gillespie, offer these tips: • Try to be a forerunner when it comes to the cause. Being first will generate even more awareness when it comes to your company’s alignment with the cause as opposed to being one in a cast of thousands. • If you’re not first, then seek out ways that will differentiate your campaign’s message and tactics from the pack. • Find a cause or issue that has longevity and is not a flash in the pan. This is important because then you will “have something that you can work and evolve a program around,” says Ferguson.

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