Together with my partner and copywriter Joe we were asked to create a storytelling campaign that will reflect the practice of our client.
Insight: When people need help they need it quick.
Supporting Fact: A report found that 1,500 people waited over a year for their therapy to start.
Time is of the essence for our target audience. Methods such as, the use of acronyms minimise wasted time. They are used for convenience as well as speed. Acronyms can often be misused or overused. They can have assumed meanings or be personal preference. The meanings are not set in stone and neither is someone's thinking.