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Case Study #3
The White House/Voice of America |
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THE GOAL:
Help the White House director of
Communications
understand why the listening
audience for “Voice of America” radio in Europe
had been declining.
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Insight: The primary insight revealed that “Voice of America” was promoting America, but inadvertently
triggering dependency fears and anxiety about engulfment by a greater power inside their borders. The effect
was a need/fear of the United States as well as a fear of abandonment by a bigger power.
We revealed the need for a stronger sense of self for the countries that “Voice of America” was trying to reach. What we mean by a stronger sense of self here is that the different countries would experience a greater sense of pride and more secure boundaries when listening to “Voice of America.”
This meant, for example, having British Professors appear on Voice of America in England or Italian artists appear on Voice of America in Italy. The outcome of this insight and action was significant increase in listeners in Europe for Voice of America.
We conducted in-depth psychological research in England, German and Italy. Our analysis made use of a number of proprietary projective techniques including “circle drawing.” Each circle drawn on the page by the respondent would represent a different county. We would then explore the relationship of the circles to each other. |
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