MultiView helps associations and non-profits use digital media to generate revenue that's essential to serving their members and furthering their causes. Launched in response to the economic uncertaintities of late 2008, this direct mail and print campaign addressed the subject using tongue-in-cheek scenes of association executives engaged in dire attempts to find revenue.
We knew there was risk in treating the subject humorously. Rather than blend-in with the prevailing tone of grimness in the media, we saw an opportunity to use humor to send a message. The moment you're able to laugh at a problem is when you begin taking control of it.
