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The Case of the March of Dimes

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THE HERO IS CALLED TO ADVENTURE, BUT ALMOST REFUSES THE CALL

The campaign clearly acknowledges the fact that the potential participant is not especially anxious to do something heroic and is even reluctant to be called a Hero. BUT WISE COUNSEL ENCOURAGES THE HERO TO HEED THE CALL

The child or baby in need—the wisdom of the Innocent—is inarguable. “Don’t think you’re a hero? He does.” THE HERO ENTERS A SPECIAL WORLD WHERE HE OR SHE IS TESTED AND FINDS NEW ALLIES AND ENEMIES

The walk itself, as depicted in the commercial, is physically challenging. People from all walks of life who would not ordinarily come together find common ground and common cause while they unknowingly protect the infant above them from a lethal threat. THE HERO CONFRONTS THE ENEMY, SEIZES THE SWORD, AND RETURNS WITH THE ELIXIR

Seeing and feeling this communication, past walkers are reminded of the feeling of “uplift” and transformation that they experience when they participate; first-timers are provided with a glimpse of what the transformational experience will be like. Evoking the Hero’s Journey at All Points of Contact Not only the advertising was changed. The March of Dimes, which relies on thousands of “field-workers” to carry forth its message to local communities across America, created a “One Voice” kit, encouraging these ambassadors for the cause to adopt a heroic stance themselves, demonstrating how the organization could use a heroic visual and verbal vocabulary at the all-critical grassroots level. And if you call the national headquarters and have to wait on hold for a few seconds, you will hear a recording that conveys a dramatic, urgent message about babies’ lives “hanging in the balance”—awaiting the simple heroism of ordinary people to intervene on their behalf. The total communication package is as different in form as it is

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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