Make them realise the risks involved in using inexpert communication for this versatile and demanding target group...Devise/conjure up their "worst nightmare" as communication/marketing managers: a bag full of insulting letters from young people who are really angry about a badly designed campaign!!...Show how the agency's success stories in this area present a "guarantee" against this type of worst-case scenario. The system was a "post-bag" mail-out with a hundred or so letters and the agency's brochure on the young people target group and telephone follow up.

100% have spontaneous recall of the mail-out. 63% want to talk with the agency shortly.