REVIEW OF BCW DRAFT MESSAGING FRAMEWORK
09/17/2020
A few notes from the Caputo/Weber call that could feed into the comms. strategy and messaging. Also,
below, some high-level comments on the messaging framework slides. Hope this helpsCaputo Comments
Caputo speaks in “taglines,” and high level concepts, some of which include:
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Remarkable – More than once, he spoke about wanting to do something “remarkable.” He
didn’t elaborate, but getting people to “remark” on something “remarkable” is key to the
campaign. Get our audiences to tell us/describe what would remarkable look like, feel like, etc
Memorable The goal of the campaign is to be “memorable.” In this regard, he invoked the
image of Rosie the Riveter again. For that time, Rosie was “risque,” “muscular” (biceps), etc. In
other words she was a memorable, enduring image. Strategically, her image was able to
galvanize a nation around a common enemy (Nazis). For us, the “enemy” is the virus.
3-Parts – He described an effective PSA (masks) as consisting of three parts: 1) 15sec – what it is,
2) 30sec. – why it’s important, and 3) the impact/consequence of doing (not doing)
Rock the Vote (Russia) – Apparently, he was the brains and organizer of this campaign, which by
his account, was very successful (included Madonna), etc. Specifically, what made this campaign
successful? – use of celebs, etc. We may want to assess the campaign elements and success
factors.
Culture Shift – In one form or another, we could be getting the CV19 vaccine the “rest of lives;”
hypothetically, the CV19 vaccine could supersede the flu vaccine. We need a permanent shift in
the public “mindset” that the virus could be here to stay
Behavior Change – How do we get people “out of their chair, into their car, and over to the
clinic for their shot?” Good imagery, nice progression, etc.
Testimonials and “Choice” – Anti-vaxxers who have become pro-vaccine. Factors that
influenced a change in their mindset/choice. For the anti-vaxxers, we need to learn and speak
some of their “language” – e.g., trigger words/images
Credible Voice – For many, the pharmas and their joint pledge to safeguard the
vaccine/American people is a more credible voice/message than FDA or CDC. Bill Gates has
opined in this direction.

Soundbites/Taglines
• Keep America Well – “Everything you’re doing, every day, can save lives;” “Keeping people from
getting sick is Keeping America Well
• “Helping the President will Help the Country” – this would appeal to his base in terms of
wearing a mask, vaccine – Do Your Part…
• This thing (virus) is bigger than you, it’s bigger than me. It will take all of us.
• “CV19, it’s the public health challenge of all time”
Misc
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Of the media/platforms, he sees “radio” as channel numero uno

 Comments specific to the slides:
• 3Ws – Is there a corollary “mnemonic” for the SG’s 3W’s that we can adapt for the CV19
vaccine?
• Slide 5 – Do we want to add a row on “Quarantining/Isolation?”
• The two slides below may help further inform the messaging approach in terms of question
categories (e.g., family, safety) and framing (e.g. Emotional—Trust, Benefit and Control)

Framing
EMOTIONAL
(e.g., Trust, Benefit, Control)
BEHAVIORAL
(e.g., Ease, Efficacy, Safety)

SOCIAL
(e.g., Family, Friends, Community)
MEDICAL
(Scientific and Public Health Response)

ENVIRONMENTAL
(Economic, Legal, Regulatory)