Dear Mavens,

We’re working on a community adaptation strategy, which clearly means we need to get the community engaged—otherwise it wouldn’t be a community strategy, would it? We think the idea of “preparedness” will resonate with our community, and want to build on that to get people thinking about, sharing, and taking adaptation actions. This means we need to develop an ad campaign to get people on board. Can you offer any advice? Our local advertising company doesn’t have experience with an issue like this.

Sincerely,

Shirley Outside Sheboygan

Dear  SOS ,

What a great idea. You’re all in it together so you might as well make it sexy and enticing to the member audience. We’ve never designed an ad campaign (other than our influential ecumenical series, including our anti-leaf blower effort “For god’s sake buy a rake,” our water conservation effort “Holy moses don’t use hoses,” and our buy local campaign “For the joy of Buddha, buy local gouda”) but we won’t let that stop us from sharing with you our thoughts on the matter.

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