In the Building Extension’s Public Value workshops, I often refer to a 1995 Nike (TM) ad campaign as an example of a way to craft a concise public value message. Nike’s “If You Let me Play” (TM) campaign used a simple, repeated “if this, then that” structure to persuade viewers of the public benefits that arise from girls participating in sports. I think the ad’s structure can be adapted to convey Extension’s public value message: When people participate in Extension programs, the community is made better off.
As a reference for those who have taken the BEPV train-the-trainer course, the script of the “If You Let Me Play” ad is included in the BEPV Presenter’s Guide. Even better, during last week’s train-the-trainer, a participant alerted me to the presence of the ad on Youtube. You can view it here.
What do you think of the ad? Is it compelling? Would a similar ad touting the public benefits of Extension programs be effective?
