Slide 19 of 28
Notes:
Media bytes are short, concise summaries of your issue that can be conveyed in a few sentences or less than 10 seconds
Ex:
- You face more danger with 20 cigarettes that are in your pocket than any 6 bullets in somebody’s gun
- Would you want the Mafia underwriting anti-crime programs
Authentic voices - people who are deeply involved in the issue as victims turning to advocates
Symbols - Tobacco Industry using issues like paternalism, freedom of choice, freedom of speech, free enterprise etc. Or Advocates use of the symbol of the Surgeon General for a symbol of medical legitimacy and credibility
Shaming - See example later with the Tobacco Industry leaders and publishers
Visuals - US embargo on all agriculture imports from Chile because of cyanide presence on two grapes. Advocates capitalized on this opportunity to point out the amount of grapes it would take to show the amount of cyanide in one pack of cigarettes
Creative epi or social math. See later slide.
