Continuing my quest for interesting comment, I found This Woman's Work on Amy Carr's Media Creativity blog. Although I'm not a woman I can appreciate several things about the campaign Ms. Carr is mentioning.First, it's a 360 campaign. This means it's coming at the target from many different directions. That's excellent because the heart of communicating your message is raising your message from ignored to recognized (technically, getting your message into the target's conscious thought processes) and probably the best way to do that is repetition of the message. Repetition of the message across as many senses as possible is even better.
Second, what's being offered is incredibly useful to the target audience. There is no greater way to get someone to use something than to have it perceived as a necessity. This, according to Ms. Carr and based on this male's opinion, will easily be perceived as useful, hence a necessity. Although this isn't what I'd consider a viral campaign, it does make use of the Meskauskas-Carrabis effect quite well.
Third and last, the call to action has no immediate obvious benefit to Woman's Day as far as the target audience is concerned. Oh, sure, in today's web savvy world you'd have to be pretty daft not to know Woman's Day is going to get something out of this, but what they're getting isn't obvious and therefore there's the implication of "We Can Help", "We Can Help You" and "We Can Help You Now", all great altruistic messages designed to resonate with the target audience at a specific point in time.
All in all, nicely done!
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