Campaign theme

The goals of this chapter are: To examine messages their types, structure and consistency, to discuss what is meant by creativity and creative thinking in IMC, to examine the creative process looking at message strategy and execution,...

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Thanks to a long, successful marketing campaign by De Beers, diamonds became strongly associated with romantic love, first in the United States and then globally (see.Figure.5). In the 1940s the company launched a long-running and renowned campaign around the theme “A diamond is forever.” Over many decades, hundreds of millions of dollars were spent to market the notion that diamonds signify romance and love. That campaign benefited the entire diamond industry.

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This book by Graham Thornicroft and Michele Tansella has a very clear objective: how better care could achieve better outcomes for people suffering from mental disorders. The preoccupation of the book is to derive bettermental health care from the best ethical, evidence-based and experience-based practices available. These two propositions, improving outcomes and framing interventions upon ethics, evidence and experience, are so clearly defined by the authors that this book represents a challenge to psychiatrists who sometimes forget the key link between ‘treatment’ and ‘care’.

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