Advertising Human Factors

N 1995, AMERITECH DECIDED TO BUILD AN ADVERTISING CAMPAIGN around its human factors program. The Human Factors Department, of which I am director, worked closely with the ad agency to ensure that the campaign appropriately reflected the department's goals and processes. The magnitude of the impact of the campaign was surprising, and the benefits will last for some time. In this article I describe what took place during the development of the ad campaign, the roles the Human Factors Department played during its development, and some of the benefits that we and other companies can expect when such a campaign is run. human