The intentional phrasing enables connection to the reader, and lends itself to further interaction. Real FCT stats were used alongside these statements to prove talking to Tucker was, in fact, the answer to their needs. These declarations provided easy to use, call-to-actions for web, social media and print advertisements. Real FCT clients that had experienced the specific scenario were found and interviewed for campaign content that could be isolated or combined for different advertising needs. A supplemental campaign typeface was introduced to both complement the existing brand font and mirror real life handwriting.