A Winning Message Makes a Winning Cause
It's the first thing you learn in Politics 101:
No cause wins without a compelling message that resonates with the voters.
Successful message campaigns have helped elect presidents, pass laws, defeat bills and reinvigorate the debate around seemingly moribund advocacy movements.
The same can hold true in the fight to end AIDS.
Finding a MessageFinding a winning message involves a methodical and complex process. AIDS Action has commissioned Lake Sosin Snell and Perry, one of America's leading public opinion strategy firms to assist us in this continuing project.
There are two primary tools used to research and uncover resonant advocacy messages.
Staying On MessageThe successful use of a message strategy means integrating that message into as much of your communications as possible. Staying on message is just as important as finding the one that works. A well-researched advocacy message is your silver bullet -- the one issue that moves the most voters and drives interest about an advocacy movement.
For example, talking about AIDS treatment programs as an incentive for HIV testing appeals to the public's support for testing as a component of prevention and, consequently, increases support for treatment programs.
All Ships RiseAn advocacy campaign built around a specific message strategy reinvigorates concern around any broad advocacy movement.
An AIDS message focused on youth prevention engages the American people more than any other issue and will not only build support for increased prevention but, because it's the one AIDS issue that resonates most strongly, it stimulates concern about AIDS overall, thus building support for care, research and discrimination issues.
Winning with a Successful Message: A Case Study
ProblemFor decades, anti-tobacco advocates fought cigarette smoking as a broad public health measure. And for decades, those advocates were frustrated by slow progress and political reluctance to enact anti-smoking laws.
ResearchAfter careful public opinion research, anti-tobacco advocates found that Americans had mixed feelings about government dictating what they could and couldn't do, regardless of the health consequences. But they did find that Americans were overwhelmingly concerned about youth smoking and tobacco companies that stalked children.
OutcomeA campaign built around the message of tobacco-free kids brought tobacco companies to their knees and ignited a national debate about smoking, resulting in new laws that banned smoking and advertising in many public places. As the result of a well-researched message campaign focused on the one smoking issue that moved voters most strongly, the tobacco advocates achieved their original goal of enacting laws to ban smoking in public places.
This article was provided by AIDS Action Council.