MALE SYMPTOM IS BIG MOTIVATOR

One symptom evoked strong reactions among males during informal group discussions. The idea of testicles swelling up and experiencing intense pain caused some respondents to squirm in their chairs. It was decided that a second poster would be dedicated to males. The poster appeared on the front page of the newspaper and the headline became ‘quote of the day’.

Above: 30 rough concepts were generated. From there, they were evaluated for strategic accuracy and impact. The best were then refined on the computer for the second round evaluation. Below are several of the selected concepts.