There is a maxim in the advertising business that an advertisement has to be seen at least six times before anyone will remember it. That’s a useful lesson for Coca-Cola or Nike, who have hundreds of millions of dollars to spend on marketing and can afford to saturate all forms of media with their message. But it’s not all that useful for, say, a group of people trying to spark a literacy epidemic with a small budget and one hour of programming on public television. Are there smaller, subtler, easier ways to make something stick?
