Now What?

The New York Times has a nice review of the Now What? campaign in New York for home health services. A primary goal of the campaign is to get people to visit the Visiting Nurse Service of New York website for answers to the "Now what?" question raised by the campaign.

A couple things jumped out at me about the campaign, especially the designers' recognition that the people they're targeting are the kinds of people who want to do this sort of research online - that's why all the media points people toward the website.

Examples of the campaign discussed in the article show the advertisers definitely had a firm grasp on what would prompt consumers' interest in home health services. It looks like a strong campaign, hopefully it'll achieve the desired effect.