Create ideas using: Use the problem
How do I show a problem without just depressing everyone?
Show the transformation, not just the struggle. The problem is the starting point, not the destination. Make people feel the weight of it briefly, then show the path forward. If your whole campaign is problem with no hope of solution, you're not motivating--you're just bummering people out.
What if highlighting the problem scares people away from my solution?
Then you're showing the problem without showing it's solvable, or you're exaggerating the problem beyond what's real. The problem should be serious enough to matter but manageable enough that your solution feels achievable. If the problem seems insurmountable, people shut down instead of engaging.
Example: How it could look
A bike-share company doesn't hide that biking in traffic is scary--they acknowledge it by painting bike lanes in bright colors, showing riders' fear visibly reducing, and documenting the infrastructure they're fighting for. The problem is real, but so is the movement to solve it. You're invited to be part of the solution.
Or like this:
Why is Use the problem a great technique?
Using the problem as the medium creates authenticity and demonstrates understanding while positioning your brand as part of the solution.
Builds trust through honesty and transparency
Creates empathy through shared struggle
Demonstrates deep understanding of reality
Makes the solution more credible by acknowledging challenges
Problems are where brands prove they understand reality. When you use the problem as your message instead of hiding it, you show confidence that your solution is worth the struggle. That honesty is refreshing and builds trust advertising usually can't earn.
! When not to use the Use the problem Technique
When you're exploiting problems you can't or won't actually help solve. Using suffering as a marketing tool without genuine support is exploitation.