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EqCampSF09-Strategy

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Saved by craisin
on January 4, 2009 at 8:42:42 am
 

Strategy - Crafting Media Message and Selling Ourselves

Developing a Natural Market Strategy to Change Hearts and Minds

 

 

Notes

  • "For" vs. "Against"
    • The tone of the message: positive or negative
    • e.g. "Marriage Equality Mov't" is positive
  • Unifying msg should be "equality"
  • Minorities issue, not JUST LGBTQ issue: affects and is a threat to ALL minorities

 

  • Developing a marketing strategy 
    • How to use us in marketing images
    • Sitcoms not ABOUT same-sex couples, but just a show WITH same-sex couples
    • SELL OURSELVES ON MAINSTREAM

 

  • Obama's campaign:
    • many different sources
    • all sources need one figurehead to unite them all
    • grassroots vs greater orgs
  • Personalize messages

 

  • Messages need to STAY ON TOPIC 

 

  •  Capitalize on POSITIVITY

    • Positive, peaceful, productive

    • Using positive vs. negative (H8) for different communities

      • Knowing when to use the strategy for different groups

  • Over 1000 rights 
    • Need FAQ (what ARE those rights?)
    • GAO = federal rights
      • vs. state rights
  • Candy-coating the message ("Marriage EQUALITY")
    • It's about same-sex marriage
    • "Equality" = too broad
    • Equality for what? Equality for who??
    • Equality vs. heart (personalizing)
  • "Matrimony" vs "Marriage"
    • Matrimony = faith, religious connotation
    • The terms were defined for us
  • Use legislators of color and faith leaders of color

 

  • We need messaging that passing of prop 8 DOES = discrimination
    • Some ppl who voted yes don't want to discriminate and don't understand that it is discrimination
  • Yes on Marriage Equality
    • National March on Washington

 

  • Mesage of the opposing side:
    • "Being gay is not okay"
    • We need to send the message that it IS okay to be gay ; this should be our core principle - all other msgs should be around this

 

  • in CA, 9 differences between civil unions vs. marriages
    • best difference = everyone understand that marriage means "family"

 

  • Not just asking for rights; willing to take on responsibilities that marriage entails
 
 
 

Action Items

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