Tuesday, November 18, 2008

Talking Points regarding our Approach

The approach is the most critical and important part of our campaign. We have a complete 20 page communication strategy that explains the approach of FTND. I have pasted in the talking points to our campaign. Please read:

Talking points should be disseminated throughout the organization and especially to anyone dealing with the mass media on any level. Consistency of message is absolutely necessary to gaining ground in a world of competing media messages. If a journalist hears the same message from two different sources, he or she is going to be inclined to represent that statement as a fact. There is a danger in parroting talking points too heavily. That has the opposite effect and tends to make some journalist and mass media consumers suspicious of the message. So the important thing is to understand the ideas behind the talking points and be able to express them in your own words.

General talking points

1. At Fight the New Drug, we are committed to educating people about the negative effects of pornography and letting them decide for themselves.

The emphasis here is on education and free choice. We need to position FTND as a group that provides options and freedom as opposed to a group that advocates censorship and rules.

2. While we are fighting against the use of pornography, we feel that people have a constitutional right to create and view pornography, just as people have a right to manufacture and smoke cigarettes.

Connecting the pornography industry to the tobacco industry should be done at every available opportunity. Part of how you position FTND will be based on how you frame the porn industry. By stressing the similarities between the tobacco industry and the porn industry you imply the negative health effects, while admitting people their freedom to choose.

3.
Just because it's legal to smoke cigarettes, doesn't mean it's healthy. In the same way that cigarettes can kill you, porn can have devastating effects on you and your loved ones.

This stresses the connection between tobacco and porn as legalized drugs, while also pointing out the immediate importance of fighting against pornography.

4.
We have no moral problems with the pornography industry. They can do whatever the want. But we want to educate people about the negative effects of pornography on individuals, families, and businesses.

Using the phrase "negative effects of pornography on individuals, families, and businesses" should be about as detailed as you get while speaking to a television journalist. For details on the negative effects, refer people to the website or other resources. With a print journalist, who is able to work with details more, it will be good to go into more depth. Still, start out by summarizing with that phrase, give detailed descriptions, and then summarize again. The take away message is that porn harms individuals, families, and businesses.

5.
We are fighting against the demand for pornography. Through education, we believe people will no longer want to use porn and will seek help for addictive behavior.

Again, you diffuse any tension about restricting the supply of pornography, just the demand. The fight is done through education.

6.
People who are addicted to porn often feel they don't have any options. We're letting people know that they have a choice.

This focuses again on education and choices. An approach like this helps FTND own the freedom position. In this sense, the porn industry is the group that is restricting the people, not FTND.

7.
At FTND we want to infuse more sexiness into the world. Two committed people together, that is sexy. A lonely, addicted person sitting in front of a computer is not sexy.

This captures the unexpected angel again and it tells a story at the same time. Nobody is expecting and anti - pornography campaign to be promoting sexuality. But when people understand that human sexuality is a healthy thing, and when they understand that pornography destroys healthy sexuality, then it makes sense. It also provides a powerful visual.

The Conclusion

Fight the New Drug has an excellent model for communication and grassroots recruiting. To extend that to a broader, traditional mass media audience, it must overcome some hurdles. The public has a general perception that anti - pornography is also anti-free speech. FTND will take pains to come across as protecting free speech, privacy and freedom of religion, while focusing on education. FTND needs to position itself as an organization that provides choices and freedom in contrast to a pornography addiction that can destroy individuals, families, and businesses.

Thursday, November 13, 2008

Business Plan Released!

Again we make progress! We've completed our business plan and we are asking all foundations, private donors, and government to review and become a part of this great movement. Let the Fight for Education begin!!!


Monday, November 10, 2008

Why the name Fight the New Drug!

The Name: Fight the New Drug

The first part of our name, “Fight,” denotes the struggle and the seriousness of our effort. When people join our organization, they are called “Fighters,” which refers to their dedication and intensity. The slightly militant implications are appealing to the youth demographics. Teenagers are well known for their tendency to rebel against authority, and “fight” taps into that. In this case, just like the wildly successful Truth campaign against Tobacco, teenagers are invited to rebel against the status quo of the pornography industry. Appropriating a word that has violent implications for constructive and non-violent efforts has become common in modern English, for example the “war on poverty” and the “fight against AIDS.”

The second part of the name, “the New Drug,” is incredibly important. It establishes the addictiveness and pervasiveness of pornography. Drs. Richard Irons and Jennifer Schneider argued in Sexual Addictions and Compulsivity in 1996, that pornography addiction was homologous to substance and alcohol abuse in its effects on the user. Feminist author Naomi Wolf also identifies pornography as a drug in her writings on human sexuality. Still, most people don’t think of pornography in the same category as alcohol, tobacco, and marijuana, because it is not physically consumed. Our name will help change that misconception.

Thursday, November 6, 2008


We do have our first print piece and if you are interested in reading it let me know. This print piece is just a general overview of our vision and approach.

Monday, November 3, 2008

The Video Begins!

Our latest Video!



The release of the brand

It's finally taking form! We have some initial spec design to give our brand some lift off. We've been working on the identify of our brand for some time now and it's great see some substance.

We spent the last month meeting with key players in the fight. We've met with Pamela Atkinson - Elder in the Presbyterians Church (aka Mother Theresa of SLC:), Jack Sunderlage - CEO of ContentWatch, Dr. Hilton - neurosurgeon from San Antonio, Candeo Group, Elder Wood and Madson from the Quorum of the Seventy, Dr. Dale Takett - VP of Focus on the Family, Dr. John Mark Reynolds - Professor at Bible Institute of Los Angeles (BIOLA). They have been more that supportive and very helpful in linking to other available resources.

It's critical that this is a team effort from every walk of life. We are working feverishly to complete our financial projections, communications strategy, and business plan.

We have several appointments this week. We will be meeting with Utah Coalition Against Pornography on Thursday and will be presenting to the board on Dec. 3rd. They have been such a great help already. We will keep you posted with every bit of good news!















Monday, October 13, 2008

BURN THE SHIPS!!!

One of the keys to reaching your goals is to eliminate any escape routes. It is tempting to retreat to safety and comfort when challenges and difficulties arise. To avoid turning around and abandoning your goals, you must make going forward more compelling then going back.


When striving towards a goal, you must focus on what you want to obtain and avoid the impulse to go back to what you know and to what is comfortable. When Spanish Conquistador Hernando Cortez landed in Mexico, one of his first orders to his men was to burn the ships. Cortez was committed to his mission and did not want to allow himself or his men the option of going back to Spain. By removing this option, Cortez and his men were forced to focus on how they could make the mission successful.


Eliminating an escape route creates a compelling reason to focus on the goal and to keep moving forward. However, it is important to keep in mind that although Cortez had his men burn the ships, he did not have them burn the food and supplies. Cutting off an escape route to increase motivation and create the desire to press on where you might otherwise give up is totally different from throwing caution to the wind and taking undue risks. Reaching your goals still requires prudent planning and managing. All goals contain a certain degree of risk, but it isn't necessary to create undue risk and stress by not properly planning and thus lacking the necessary tools and supplies to achieve your goal. Take risks, but don't be careless or foolish and simply hope that everything will be okay.