Creating awareness: how do you meet the communication challenge of the century?

Communication World, April-May, 2003 by Claire Watson

The campaign's success can be attributed to creativity and continuity. The slogan mentions the product by name. It is short and memorable, has a strong call to action and reinforces the message conveyed in all communication vehicles.

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Claire Watson, ABC, APR, is director of corporate communication for Farm Credit Canada, Canada's largest agricultural term lender, based in Regina, Saskatchewan. She can be reached at ladyelizabethstewart@hotmail.com.