Carrie Schum on The Secret to a Smart Strategy: Clear Objectives and Courageous Choices

Achieve Great Things

When the American Lung Association asked Carrie Schum and her team at Porter Novelli to develop a campaign to encourage smokers to make another attempt to quit smoking, they never expected to end up with the headline: “You’re not a failure. You’re a seven-time learner.” Although the campaign headline was different from anything that the American Lung Association had done before, the campaign tested strongly because of one key reason—Carrie and her team developed a strong understanding of their audience. On this episode of Achieve Great Things, Hattaway's new EVP Carrie Schum gives us a crash course on how to combine audience insights, smart strategy, and courageous choices to drive meaningful behavior change.