Whether it’s a billboard or a digital ad on Instagram, consumers only spare a moment to view your material. It’s in those few, vital seconds that we have the potential to change behavior for the better.

So how do we make the most of this moment? Well, allow me to momentarily blow your mind:

Not every campaign needs a URL. And sometimes, less branding is best.

Crazy, radical concept, I know. But when your purpose is to change behaviors in the moment, redirecting people to a website adds little value, and it can even be detrimental. The sole focus of your messaging should be on the action you want people to take at that moment — any additional pitches will just steer them off course.

As for how heavily your campaign should be branded, that comes down to understanding the junction between your audience and messaging. Does your mark add value to what you’re saying? How will your audience react to seeing it fixed next to your message? If your campaign is for public good, you may not need to include it at all.

For example, I’ve been writing for a public safety campaign geared mainly toward a college-aged audience. It’s no surprise to anyone that young folks don’t always take too kindly to authority. Benevolent intentions aside, a logo or URL from any sort of organization implies that very authority.

This campaign isn’t about generating clicks or promoting awareness of the messaging’s owner, it’s about keeping heads intact and cars from crashing. So when a person sees the messaging — free from finger-wagging logos and URLs — instead of scoffing, they’ll think, “Yeah, my brain is important to me. Wearing a helmet on my moped isn’t such a bad idea.”

Less branding = more buy-in = better behavior.

The transitive property of marketing for social change.

Of course, making the most of these moments takes careful, strategic deliberation — so if you need some help figuring it out, give us a ring.