How to turn a complicated issue into an effective political message

A regular theme running through my posts about political messaging is the need to turn complicated issues into simple, visually arresting stories where a short, clear narrative and a powerful image make the point much more powerfully than a long list of bullet points studded with numbers containing decimal places.

Here’s a great advert from the US which does just that, turning a potentially complicated environmental story about the relative costs and practicalities of different policy options into a clear, easy to remember message:

It’s a reminder that the response to complicated issues where people disagree over the truth shouldn’t be despair at humanity. Rather, it should be a canniness about how people can be persuaded.

There’s more on how to do this successfully in 101 Ways To Win An Election.

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