Campaign Tips

Media Tip: Four Great Ways to Use Statistics

A guest post from Brad Phillips, author of The Media Training Bible.

If you’re of a certain age, you probably remember those old television commercials for the Christian Children’s Fund. In them, actress Sally Struthers sold viewers on the promise of saving a child for “the price of a cup of coffee.”

A quarter-century later, those ads are still memorable. And the way Ms. Struthers used numbers in those commercials is a big reason why. The ads succeeded by reducing numbers down to a manageable price tag for most viewers: “For about 70 cents, you can buy a can of soda….In Ethiopia, for just 70 cents a day, you can feed a child like Jamal nourishing meals.”