How do you make Self-Help sound less like ‘You need help, loser’ and more like ‘Be all you can be’?Brief: Promote the self-help department without using the usual eye-rolling approaches which range from accusatory ('You have a problem! Admit it! Fix it!’) to the condescending (‘Even Idiots/Dummies can do it.’).Solution: Self-help is part motivational talk, part DIY manual. But we wanted to stay away from the sort of molly-coddling, psycho-babble Dr Phil types peddle. So we recorded a radio campaign centering on Cavemen, who embodied the no-nonsense, seize-the-day attitude of self-improvement. Essentially if you want to get help, ‘Why wait?’