How do we create a memorable, iconic campaign that truly speaks to our audience? Something that cuts through the ever-nagging, authoritative blah, blah, blah. Let’s speak a language they understand. Let’s focus on the upside of things. On what’s best for everyone. No finger wagging. No shame on you. Let’s be BFF’s. The voice of reason that just makes sense when no one else can. Let’s make a difference. Let’s have fun … and be smart about it.