Entertainment > Education

Most nonprofits seem to be ignorant of, believe they are exempt from, or are reluctant to consider the quirky psychology that informs human decision-making, preferring instead, it seems, to cite statistics, “educate” their audience and advocate positions without much considering how best to frame their arguments.

Consider two approaches to the same objective, in this case, the PE requirement for MIT college students.

The default approach is, of course, to simply list available PE courses, provide information about the many benefits of exercise and encourage students to follow through.

A more novel and appealing approach?… wait for it… PIRATE CERTIFICATE!

When students successfully complete classes in Archery, Fencing, Pistol Shooting and Sailing, they receive a document certifying them as qualified pirates. Needless to say, this yields an entirely new - and goofy - perspective on a requirement many students would otherwise find unremarkable.

Not surprisingly, students were immediately attracted to this unique perspective on PE, enthusiastically embracing the theme, adding their own costumes and props and adopting a pirate brogue.

A little bit of inspiring marketing transformed a quotidian requirement into a badge of honor.

Consider trying to emulate this technique on your next marketing campaign.