Finding what resonates with an audience.
Before kicking off the Be More Live More Campaign, our team along with our research partner, Lancaster Market Intelligence, conducted several market research studies in the Haywood, Humphreys, Lake and Lauderdale counties to find out what it was like to live in those counties and discover barriers to a healthy lifestyles.
The first step was an ethnographic study, in which participants journaled and photographed habits throughout their day. They communicated through photographs—their trips to the grocery store, the inside of their refrigerator and cupboards, and daily activities—so our research team could get a sense of their lifestyles.
The results of this study helped us develop a few branding concepts, which we were able to test in a focus group and over the telephone. In the end, the tagline “Be More Live More” resonated best with the audience, and the campaign was born.