Action inspires perception, not the other way around.
Traditional advertising assumes perception drives awareness, and awareness drives conversions. We disagree. To affect behavior change, we reach people who are motivated to act. Motivation is essential in changing behavior through mass media. When people are compelled to act, they are open to change.
Primary research helps us delve into the audiences we need to influence, and identify their most action-prone segments. Leveraging these cultural insights, we then create experiences to ultimately change behavior.