ain’t that the truth 😍

A Pithy Phrase That Packs an Unmistakably Clear Message When you seek media coverage, embrace the “money quote” to make your main point unmistakably obvious and clear so you get quoted. It is a key message on steroids. The money quote is a short phrase that sums up your message clearly and unmistakably. Well-done money quotes make their way into the first paragraph of news stories. They are…

Slogan: Weaving a better future for cotton.

Key messages of the World cotton Day 2023.

Cotton & Innovation

Innovation and technology adoption are key to raising crop productivity, while minimizing the impact of cotton production and processing on the environment.

Advances in genetics and gene editing, better pest management and widespread adoption of precision agricultural technologies can help face the challenges posed by climate change.

Innovation and technology can foster sustainability in the entire cotton value chain, boost cotton competitiveness and create new market opportunities for cotton producers, in particular smallholders.

A number of innovations and technologies, mainly addressing cotton products’ performance, are being adopted to boost cotton fibre competitiveness in the apparel and home textile sectors.

Innovative technologies and resources need to be mobilised to ensure that the sector remains viable, prosperous and economically sustainable for smallholders around the world.

• If we are sincere about ‘leaving no one behind’ then we must close the ‘last mile’ in early warning systems • At-risk communities must be made aware of the true risks they face, how their early warning system functions, and be ready to act on its warnings. • We must customize early warning systems for different groups to meet their specific needs. • To reduce harm and speed up recovery, early warning systems should trigger anticipatory actions, such as the expansion of social safety nets. • Countries must engage, listen to and empower groups with special needs. Countries must ensure that all vulnerable people including older persons and persons with disabilities are not left behind when warnings are issued

After watching an advertising video, a campaign on social media or reading a piece about an organisation, what was the message that they tried to convey? Was that message clear, and memorable? Did the message matched with what the brand represent? Were you convinced? did you think other people  will be convinced?

 In 2007, President Barack Obama’s slogan for his presidential campaign was “Yes, we can.”  the key message behind that motto, is relevant to marginalised black people in the United States and all over the world who faced barriers in terms of race and opportunities . It is a real statement with an active tone. A key message is a one phase summary, or a strong statement about what an organisation, brand or campaign  is trying to achieve. A valid key message should be short, concise and creative. The ground work for a social media campaign is the key message.

 Social media is a critical aspect of a business operation.  Aside from having the benefits of audience engagement, brands also have the advantage of running a social media campaign to help build relationships with their audiences, drive revenue, maintain or preposition the brand’s image, generate earned media coverage and much more. Drafting a key message is part of the planning process for a successful social media campaign. The key message should correlate with the businesses’ goals and objectives and the campaign’s goals and objectives.

In 2014 Coca Cola ran a brilliant friendship campaign across colleges and universities across the world. Be reminded that part of the brand’s goals and objectives is to “Inspire moments of optimism and happiness.” The first day of school can be overwhelming for students and to make friendship is even tougher especially if you have an introvert personality.  Coca Cola uses this opportunity and designed an interlocking “friendship twist” bottle.  These special bottles can only be open with the help of another person with a matching top. The key message behind this campaign is “Open a coke, open a new friendship.” This YouTube video ad got viewed over 9,938,007 times “drove 5,000+ subscriptions to the Coca-Cola YouTube channel, and has generated 160,000 likes and shares on Facebook.” (Skole, 2016) This campaign was a success due to strategic planning. The key message in the campaign reflects the core of the brand’s goals and objectives which are to inspire and bring happiness.

It has been over 8 years since President Barack Obama was elected. His slogan “Yes we can” is still memorable. A key message in a social media campaign should be what the brand represent. This simple statement should be tailored well enough that the message resonates and is crystal clear to its audiences. It is also essential to avoid the use of jargon and controversial statement. Another key way of using key messages in a social media campaign is by using repetition. Familiarity is breed through repetition, and that in turn can bring maximum benefits for a social media campaign. Having a positive key message is also important as it plays well with the emotional aspect of people. Coca Cola's "friendship twist" campaign not only helps re position the brand but it also brings awareness to a critical social issue.  

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