The Australian | March, 2022
Why purposeful briefs give permission to ‘hit that nerve’

BMF’s Executive Creative Director, Pia Chaudhuri and Chief Strategy Officer, Christina Aventi talk to Pippa Chambers at The Australian about the latest ‘Stop it at The Start’ campaign. The pair discuss how purposeful briefs give us permission to ‘hit that nerve’ and why behaviour change tools can help us diagnose the problem behind the actual problem.

“What you see isn’t necessarily the real barrier you need to address. We are talking about years of conditioning which creates deep-rooted social norms that take a long time to undo and then rescript.”


Read full article here.