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Salmon Theory

🥦 Case study: ITV / VegPower: Eat them to defeat them (IPA Gold Winner, 2022)

Published 23 days ago • 2 min read

Hi friend – Rob here. Next time someone asks: "Hey, so what's your favourite recent behaviour change campaign?" You can think of many you like, but if you're drawing a blank, think of this one: ITV and VegPower's Gold winning IPA Effectiveness Award, from 2022. As a strategist and a dad, i absolutely love it. It's a story about how turning vegetables into villains helped kids feel like heroes. It led to stuff like this. This is a summary of the first principles behind the work. Full credit...

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