Campaign Message Box Explained

protestor_originalThink campaign “message box”. The message game is played on a field where you turn your opponent’s strength into their weakness, and they try to turn their weaknesses into strengths. This wordplay of opposites is a message box at work, where some of the most memorable and sticky ideas come from. Deconstruct the most effective positioning in today’s communications, and you see message boxes everywhere.
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2008 General Election Message Box

heelsA campaign message box is a tool communicators use to help script the public outreach efforts of a political or advocacy campaign where your job is to persuade others to your point of view.

What’s a message? A brief value-based statement aimed at a targeted audience that captures a positive concept.
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