What Worked in Mexico
Each campaign has unique circumstances that dictate how it will frame its messaging and develop its strategy. Here are some lessons learned from Mexico:
- Engage a diverse group of organizations that are respected defenders of the public’s interest and have strong media and political campaign development skills.
- Have a firm grasp of the scientific literature. Use it to develop your messages. Call on a diverse group of experts to inform legislators and the public.
- Define the problem (e.g., type 2 diabetes), identify the culprit (sugary drinks and the soda industry), pose a solution (a tax), and link the revenue to a cause (e.g., water fountains in schools).
- Have a thorough knowledge of the political system and the appropriate timing to present the policy. Use this knowledge to plan your strategy.