Messaging 101 – how to turn a message to a boomerang, the “Team Tatay” answer
in the news lately is the controversial poster put up by a Bacolod church – the “Team Buhay” (Team Life) and “Team Patay” (Team Dead) posters. the posters contain a list of names of election candidates who voted yes and no to the RH Bill which was recently voted into a law. the bacolod church is asking the parishioners to to vote for the Team Buhay candidates who voted against the RH Bill and consequently not to vote for the candidates who voted for the RH Bill who are listed under Team Patay.
this controversial poster has taken a lot of flak many. we agree with some of them, one is the church has transformed itself into a political party by endorsing certain candidates and not endorsing others.
this is no longer about religion or teachings about the church, this is about getting certain specific names of candidates not getting elected and elected. it does not talk about church teachings, all it talks about is names of candidates.
the COMELEC has asked the church to change this poster to which the church replied by challenging the COMELEC ruling in the supreme court.
but in the past days, activists in bacolod have fought by releasing their own list through text messages. this list is called the “Team Tatay” (Team Daddy) that has the names of priests and bishops who have fathered children.
read here : ‘Team Tatay’ lists 5 Negros priests as fathers; Ay, ‘patay’! http://newsinfo.inquirer.net/370979/team-tatay-lists-5-negros-priests-as-fathers-ay-patay#ixzz2N7a3K8uH
we think the term “Team Tatay” is an excellent case study in Messaging 101. it is a brilliant name that turns the Bacolod church’s terms of Team Buhay and Team Patay into a boomerang.
“Team Tatay” goes straight to the heart of the issue the activists are bringing up where priests have lost the moral high ground on the issue as they themselves have committed “grave sins” by fathering children themselves. aside from that, the line is brilliant as it uses essentially the same words used by the bacolod church. it even rhymes with “Team Buhay” “Team Patay”, is very easy to remember and very creative.
on strategy, clarity, on message and memorability are the key components of a brilliant messaging.
on twitter we had these questions:
read : Bacolod diocese: No to these 6 Senate bets –> http://www.rappler.com/nation/politics/elections-2013/22321-bacolod-diocese-no-to-these-6-senate-bets