Case Study · National Nonprofit / Public Health
Audiences were already exposed to the nutritional benefits of seafood. They knew it was good for them. But that awareness wasn't translating into consistent behavior at the moment of decision.
The gap wasn't informational. It was behavioral. My role was to diagnose the friction points preventing action and rebuild the messaging system around the actual conditions under which people decide what to eat.
Perceived cost — seafood felt less affordable. Limited exposure — low familiarity with different types. Low cooking confidence — uncertainty around preparation. Abstract benefits — nutrition messaging lacked personal relevance at the moment of choice.
“Awareness does not drive behavior. Reducing friction at the point of decision does.”