Putting our hearts and our minds to work for the public good.

While others tend to treat social issues communications as the annual pro-bono/PR event, at Mintz & Hoke it has evolved into a core competency. One we approach with the same discipline and strategic rigor as we would any other marketing challenge.

Most of our social services engagements over the last two decades have involved matters literally of life and death. These are the most sensitive messages an agency ever has to deal with, and it takes a deft touch.

As our Chairman and Executive Creative Director has often said, "Whether you're selling yogurt or jet engines or yearly breast exams, the same principles and best practices apply." And that means a successful social issues campaign begins with qualitative market research. While the tendency of market researchers in this area is to stop at the first layer of findings, experience has taught us the value of going deeper - to uncover the underlying issues, feelings and motivations that resonate with the target audience.

We have conducted focus groups with gay men on the topic of AIDS prevention, convicted statutory rapists, compulsive gamblers who'd lost fortunes, people with profound physical disabilities and teenagers with serious mental illness. In every case, assumptions were upset and biases dashed. And the true underlying motivation was revealed.

This is how we've been able to create highly effective programs for issues ranging from teenage pregnancy, to compulsive gambling, seatbelt use to sexual health and the perception of people with disabilities.

Just as important, the insights gained along the way have informed and elevated our work in other sectors. Talk about a win-win.