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Big change, big message

There are so many ways change and communications are related. And a corollary of this idea is that if you want to create a big communication, you need to find a really big change to champion.
That may be easy if you’re Martin Luther King, but what if you’re a mid-market soap brand?
What sort of change can you go for?
So not the kind of change that goes 10% off all cocoanut formulations this July. How about we’re going to change the relationship of women to their feelings of self-worth?
This is the task Dove sets itself and the size of its ambition for change means people always get its communication.
What are the big, ambitious, hairy goals you’ve set to change with your product good or service?
Have a look there and you’ll be on the path to some great bits of communication.