For The Troy Library, Leo Burnett Detroit Burned Conventional Wisdom

I hadn’t heard about this initiative from last fall before now, but it’s awesome. Leo Burnett Detroit, working to help save the Troy Library, injected some provocative marketing into an upcoming vote to levy a small tax that would keep the library open.

“A vote against the library, is like a vote to burn books.” One of the best things advertising can do is make you think about a topic in a way you’ve never considered before.

Political marketing folks love to talk about “reframing the debate,” and this is a perfect example. In a way, it reminded me of the “Truth” campaign from many years ago, which changed the discussion from “smoking is bad for you” to variations on “tobacco companies are manipulating you.”

Reframing is a powerful tool in the hands of those who know how to use it.

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About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.