Remembrance Day ad gets mixed reviews for making test audience ‘feel guilty’
Many participants ‘did not recognize In Flanders Fields,’ notes the report
Veterans Affairs plans to launch a new ad ahead of Remembrance Day 2018, but it has struggled to craft a campaign that doesn’t make people “feel guilty” or come off as a recruitment pitch, according to the in-house testing results.
The department hired Sage Research Corporation for $62,969 to run ad campaign concepts past some focus groups earlier this year to help choose a new campaign to launch in the lead up to Remembrance Day.
This year’s Nov. 11 ceremonies will commemorate the 65th anniversary of the Korean War Armistice, the 10th anniversary of the first National Peacekeepers Day and 100 years since the end of the First World War.