| | Awareness Campaign Alone | Campaign with Survivor Stories | | :--- | :--- | :--- | | Core appeal | Logic, fear, authority (e.g., "Smoking kills") | Empathy, hope, relatability (e.g., "I started vaping at 14") | | Retention | Low (statistics are forgotten) | High (stories are remembered) | | Stigma reduction | Moderate (provides facts) | High (provides face and voice) | | Call to action | Abstract ("Get screened") | Concrete and urgent ("I ignored a lump for a year. Don't be me.") | | Media appeal | Low (press release on data) | High (human-interest feature) |
Consider the difference between a billboard that reads "Drugs will destroy you" versus a video of a man in a cap and gown, saying, "Five years ago, I overdosed in a public bathroom. Today, I am a certified counselor."
Ask the survivor what message they want to send. Often, they don't want to be seen as broken; they want to be seen as unbreakable.
| | Awareness Campaign Alone | Campaign with Survivor Stories | | :--- | :--- | :--- | | Core appeal | Logic, fear, authority (e.g., "Smoking kills") | Empathy, hope, relatability (e.g., "I started vaping at 14") | | Retention | Low (statistics are forgotten) | High (stories are remembered) | | Stigma reduction | Moderate (provides facts) | High (provides face and voice) | | Call to action | Abstract ("Get screened") | Concrete and urgent ("I ignored a lump for a year. Don't be me.") | | Media appeal | Low (press release on data) | High (human-interest feature) |
Consider the difference between a billboard that reads "Drugs will destroy you" versus a video of a man in a cap and gown, saying, "Five years ago, I overdosed in a public bathroom. Today, I am a certified counselor." | | Awareness Campaign Alone | Campaign with
Ask the survivor what message they want to send. Often, they don't want to be seen as broken; they want to be seen as unbreakable. Often, they don't want to be seen as