Do you want them to think a certain way?
Know something specific?
Or do a specific action?
It all boils down to one of the three: THINK, KNOW, or DO.
We want our target audiences to either change personal orientation or overt behavior. The best way to remember the difference is this:
Let's say I'm a smoker.
I watch one of those fun Truth commercials (you know, the ones that say that cigarettes have rat poison and cyanide in them).
One of three things can happen:
1. I think to myself, "Oh wow, smoking cigarettes is bad for you. That's awful." I keep smoking.
2. I think to myself "Oh wow, smoking cigarettes is bad for you. That's awful." And I take steps to quit smoking.
3. I do nothing and think nothing about smoking cigarettes
Option number one is an example of personal orientation. My thinking changed.
Option number two is an example of overt behavior. My behavior changed.
Option number three is an example of a failed campaign. (At least it failed on me, it could have worked on someone else.)
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