Marriage: product and price

This new campaign, which is launched today, doesn’t try to persuade people to get married. It pushes people to think twice about what marriage means.
Hired by the Pinellas Park, FL, non-profit Family Resources Inc. main goal is: if more people invest wisely in their relationships, those relationships will strengthen, and fewer divorces or separations will take place. This is a marriage promotion effort that doesn’t push people into marriage; it pushes people to think twice about what marriage means.
The campaign team at Salter>Mitchell (formally Marketing for Change) argued a straightforward campaign about the benefits of marriage didn’t make sense. Nine out of 10 people in the target area had already either been married or wanted to be married, the team’s data showed. The problem was not a desire to get married. The problem, they argued, was the product. About half of those who use the product - who get married - end up asking for a refund. They file for divorce. So the real challenge is not persuading people to get married; it’s helping people stay married or - and this is where the first commercial is targeted - creating a stronger marriage in the first place.
The TV spot above is part of a six-month strategy that will use outreach, the web and other tactics to reframe how people think about marriage. 

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Comments

Ha, that was surprising!  I don’t think the message really got through in the video as well as it does in the print ad.  Maybe the groom-to-be just really doesn’t like vegan appetizers.