BIG benefits are derived from appealing to BIG values:
- Positive self image
- Social Acceptance
- Peace of mind
In my social marketing class, the instructor asked us each to fashion a message concept encouraging straight young men to use condoms.
I was assigned #3 - Pleasure: "Squeezing some lube inside the tip of a condom before putting it on feels even better (juicier) than not using one at all."
The classmate assigned to #1 - Love, came up with the message concept: "If you love her, then you'll use one." (Yikes, what if he doesn't love her? What would motivate him to use one?)
Another classmate came up with: "If you carry them, then you'll get some." (#5 - Success?)
#13 - Status: "How many condoms did you go through this year?"
#4 - Health: "Stay healthy for your future partners (picture of an older man with a hot, young wife)"
#10 - Comfort: "If you're always stocked, then you'll never have to go out in the cold in the middle of the night to get one."