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Defy Boring: How to make people care about dry subjects with Christine Caruso & Lionel Gadoury RGD

OCT 28 | 11:00 AM - 11:45 AM EST
Meridian Hall — Lower Lobby
  • Accessibility
  • Advertising
  • Business

Like many firms and in-house departments, we’ve never worked on flashy advertising for a car or beer company.

We’ve found success creating purposeful design communications for areas in which we can have real social impact. But what makes people act for the greater good? What are the points of persuasion that lead to a-ha moments? How do you make people care about dry subjects that they often can’t see, feel or buy?

Through the lens of applied case studies, Lionel and Christine present examples from Context's 20+ year history in conservation marketing to demonstrate how to use insights, images and messages to appeal to hearts and minds. They’ll explore how conventional, or old-school tactics, like print, newspaper and radio, can still have significant influence if you use them in compelling and interesting ways. And they’ll explain how to pinpoint what makes people act and identify the most appropriate and effective ways to reach them where they are.

In this session, you will learn:
  • How to identify insights to bring persuasiveness to messaging and imagery
  • How to tease out the simplicity in complex ideas
  • How to think about inclusivity when developing ideas and designing for a variety of audiences
  • How to choose channels and tactics that resonate with your audience


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Christine Caruso & Lionel Gadoury RGD

Christine Caruso & Lionel Gadoury RGD

Senior Associate, Strategy and Content & Principal, Director of Strategy and Creative Services at Context Creative
OCT 28 | Defy Boring: How to make people care about dry subjects
  • Business

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