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. System: a 'post-bag' mail-out with a hundred or so letters + the agency’s brochure on the young people target group + telephone follow-up.

Following telephone follow-up: 100% have spontaneous recall of the mail-out. 63 % want to talk with the agency shortly.