One Idea – One Sentence: Lessgage is recognized

A well-loved UCU TV commercial played a starring role in a seminar at the Ukrainian National Federation Conference in Montreal this past weekend. Steve Andrusiak, who teaches Media Ethics and Television Journalism at the University of Western Ontario, spoke about the value and effectiveness of keeping media and advertising messages simple and clear.

In his presentation entitled “УНО-кальні Оптимісти. UNF-ettered Optimists. Be Positive, Communicate, Grow.” Mr. Andrusiak used the original Lessgage commercial starring Vera Ke and Greg Evans, as an example of a well-focused media message. You can find the ad in question at this link: UCU Lessgage Ad.

Steve Andrusiak

“The commercial also reinforced some over-arching themes without departing from its one well-focused message – ‘be wise, don't be drawn in by big banks’,” says Mr. Andrusiak. “Credit unions are grounded, and can teach big, confident looking bankers a quiet thing or two.  The compact, sparse and imaginative ad did not compress all of the benefits of becoming a member of the Ukrainian Credit Union. It focused on one client benefit – the "less-gage" of the more favourable mortgage a member will obtain.”

The central point of Mr. Andrusiak's seminar was to demonstrate to UNF members, and others attending the seminar, how they can improve the effectiveness of their PR and media-relations strategies by keeping their message short, simple and to the point.

“It's a lesson worth remembering when communicating with the media or when telling our own stories,” he continues. “A reporter – particularly in television works much like a carver or sculptor.  One begins with a block of wood or stone and discards what she/he doesn't need. What is left is the story.”

Steve Andrusiak is a journalist as well as the CEO of Story Village, an independent news service in East London, Ontario. Before teaching Media Ethics and Television Journalism at the University of Western Ontario, Mr. Andrusiak worked in various roles in TV and news radio and public affairs, for CTV and CBC. He also served as the Dean of the Communication Arts Division at Fanshawe College in London, Ontario for 4 years and initiated the college's first Theatre Performance program.