At Advice, we do not consider network communication as a competence area in itself, but as the special ingredient that we add to everything we do. And that’s the way it has been since Advice was founded in 1991. In the nineties, it was a matter of moving communication from traditional mass media to the networks and situation where the target group was located.
The classic example is that we threw condoms at young people in the airport at the gate to Ibiza, instead of attempting to explain in a public service announcement that “HIV infection is dangerous”. Today, network communication is about playing on a highly palette of analog and digital network opportunities. And new opportunities are constantly emerging.
Our basic thinking – which we have spent 20 years documenting and refining – is that you can go much further, cheaper and more effectively from attention to action by combining a network effort with a communication boost. This moves your primary target group from being passive recipients to being participants in the communication, and you amplify the initiative by also talking to partners.
We can tell many fascinating stories and ideas based on our model. But you should really participate in the process by talking with us.