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Quotable Quotes Question of the Month All of us -- whether a non-profit director, a student activist, a doctor, a journalist, a lawyer, a researcher, or a smoking cessation specialist -- seek daily to communicate effective tobacco control messages to our respective target audiences. Good quotes, like good stories, are remembered, repeated, and passed on. They are most effective when they put an issue into perspective and tell a compelling story, by conjuring up a vivid image, presenting a contrast or analogy, adding a unique "twist," and/or exposing a basic truth. Some examples:
Vivid, concise soundbites like these are excellent for press releases, radio and television interviews, letters-to-the-editor, and presentations of all types. This month, we want you and your global partner to get creative! Question: What are your favorite tobacco-related "quotable quotes"? Share ones that you have heard/read or that you yourself have used - OR - make up a new one! Pick a general tobacco-related topic (e.g. women & tobacco) or a current event in your community, country, or the world (e.g. Philip Morris's name change) and come up with an appropriate soundbite. Quotes that make reference to tobacco's global toll particularly welcome. If you have a story about how one of your quotes was effectively used, relate that too. As always, share your answer with your partner, if you have one, and send a copy to Essential Action . Below, for inspiration and your reading pleasure, are some initial responses
to Philip Morris's name change. * JAPAN INTERNATIONAL: ONE-STOP SHOPPING FOR CANCER & CURE
PHILIP MORRIS --> ALTRIA: NEW NAME, SAME SHAME! Philip Morris changes name to boost image - Financial Times The significance of the name, “Altria,” [CEO Geoffrey] Bible said, is derived from the Latin word “altus,” which reflects the corporation’s desire for its family of companies to always “reach higher” in striving to achieve greater financial strength and growth through operational excellence, consumer brand expertise and a growing understanding of corporate responsibility. MAYBE NOT SUCH A BAD NAME AFTER ALL? Despite all of the nay-sayers attacking PM for their name change, I think
that they have every right to adopt this new alias on the basis on their
exceptional track record of fifty years of reaching ever higher
New York, N.Y. (SatireWire.com) - Just days after Philip Morris declared it will change its name to the Altria Group, lung cancer today announced it will change its name to Philip Morris. According to lung cancer officials, the chance to snap up a brand that is more widely associated with lung cancer than lung cancer itself was too enticing to pass up. "The 'lung cancer' brand certainly evokes something powerful and terrible, but that brand essence is palpable only in English-speaking markets," explained lung cancer marcom director Reginald Hacking-Coughlin. "In terms of global markets, it lacks universality. That is, if you're in Spain, you cannot just say lung cancer, you have to say cáncer de pulmón. In Germany, it's lungenkrebs." "Philip Morris," by contrast, ensures instant, worldwide comprehension. "It needs no translation. When you hear Philip Morris, you think lung cancer, no matter if you speak English or German or Cantonese." |