For Peter Mitchell, chairman and chief creative officer of Salter>Mitchell, humor is a tool his agency frequently employs in public service campaigns. Aside from using it as a way to grab people’s attention, humor has other important benefits: • It can be very viral —more so than if you’re using a warning or stark message. • It can offset the gravity of a PSA warning. “People don’t want to hang out with people who are always warning them about stuff,” says Mitchell. “They want to laugh.
HUMOR IS THE BEST MARKETING MEDICINE
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