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

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. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.