care canada speech-media release
TRANSCRIPT
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SCENARIO B Philanthropy and Humanitarian Aid for Women and Girls
Kate Taylor 100924611 December 4, 2015
COMM 3106: Image, Politics and Persuasion Derek Antoine – Robert Woodrich
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Imagine living in cramped and unsanitary conditions for years on end. Imagine living in a
house that has holes in the walls, makeshift kitchen and bathroom facilities, and is often visited by
rats. Imagine being the people of nowhere. For people like you and I, these circumstances can only
be envisioned within our imagination, but for over 9 million Syrians, this is their dark reality.1
When learning about the Syrian refugee crisis, it is hard to envision the people behind the
numbers. As the CEO of CARE Canada and as someone with over 30 years of experience in the
humanitarian field, I have seen firsthand the struggles that conflict and terror have caused
individuals and families.2 The images of men, women and children fleeing their homes with
nothing but the clothes on their backs and fear in their eyes is something that will never escape
my memory.
Refugees have left behind a life, a home and a job and are now forced to live a life they did
not choose. If you or I were put in the same situation as these individuals, our feelings and
reactions would not be much different from theirs. It is time to put aside the stereotypes of
refugees because they are no different from you or me. Many of the displaced individuals I have
met were educated professionals with careers, aspirations, homes and hopes – just like you and I
have.
What I find to be the most disheartening aspect of the this crisis is the fact that many of
these displaced individuals feel as though the world has given up on them. Why? Because,
currently, only a fraction of the humanitarian aid they need is being provided. The civil war has
1 “Syrian Refugees: A Snapshot of the Crisis – In the Middle East [And Europe].”Syrian Refugees. 30 November 2015 <http://syrianrefugees.eu>. 2 “Gillian Barth Appointed New CEO of CARE Canada.” Care – Press Releases. 30 November 2015 <http://care.ca/gillian-‐barth-‐appointed-‐new-‐ceo-‐care-‐canada>.
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turned Syrian cities to dust. Instead of opening our hearts and borders to aid and support, the
doors of many nations have bolted against them, leaving them with nowhere left to turn.
Here, at CARE Canada, we are committed to human rights and accountability. We seek a
world of hope, a world where people live with dignity and security.3 It is for these reasons that we
have put forth efforts to support Syrian refugees in their time of need. Their displacement has
resulted in losing their sense of dignity and security and it is up to us to help them get it back.
To date, CARE has reached over one million people in Jordan, Egypt, Lebanon and inside
Syria.4 Our emergency supports range from basic necessities such as clean water and shelter, to
providing medical assistance or cash to cover rent, bills or household essentials so families can
save their money to send their children to school. While we have been successful with our initial
efforts, the need amongst Syrians runs deep. Currently, CARE cannot sustain the demands of the
refugee crisis alone, which is why we are calling on you for help.
Throughout the world today, we realize that there are many important initiatives for you
all to support. However, today’s refugee situation is not a crisis we can neglect as over 60 million
people are displaced worldwide.5 It is vital that we come together and provide aid because 75% of
Syrian refugees are women and children.6 Due to the abrupt uproot of their lives, many mothers
cannot send their children to school in the countries that they have taken refuge. They do not
possess the financial means to purchase books, transportation, or a school uniform. If they do not
3 “Mission and Vision.”Care – About Us. 30 November 2015 <http://care.ca/about-‐us/mission-‐and-‐vision>. 4 “The Situation.”Care – Syrian Refugee Crisis. 30 November 2015 <http://care.ca/our-‐work/emergency-‐relief/syrian-‐refugee-‐crisis>. 5 “Violence Has Forced 60 Million People From Their Homes.” The Atlantic. 30 November 2015 <http://www.theatlantic.com/international/archive/2015/06/refugees-‐global-‐peace-‐index/396122/>. 6 “Facts and Statistics.” Lifeline Syria. 30 November 2015 <http://lifelinesyria.ca/facts-‐and-‐statistics/>.
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receive the help they desperately need, then their children will not have a fair chance at a bright
future or education.
Furthermore, in Syria’s neighboring countries where many refugees have relocated,
gender-‐based discrimination is rampant. This means many young girls are denied the opportunity
to go to school. Therefore, it is imperative for each and every one of us to lend a helping hand and
donate to CARE. With your support, we can bring resources and education on these issues to these
countries. Your donation could open up a world of educational opportunity for many young girls.
While these stark realities are unsettling for so many of us, there is hope and that hope lies
within all of our hands. It is our responsibility to welcome with open arms those who seek refuge
in our state. It is our responsibility to give with generous hands to those who are left with next to
nothing. It is our responsibility to assist financially to any degree in which we can to enable a fresh
start for these individuals and help children receive an education. It is our responsibility to be the
compassionate humans we aspire to be.
We have seen and heard of the unfortunate circumstances taking place in Syria. But in the
midst of this chaos, we have the power to change the lives of so many people for the better. Any
donation, large or small, that is made to CARE between today and December 31st, 2015 will be
matched by the Government of Canada, doubling your impact.7 Now is the time to support, as it
has never been easier to take action and make a difference. With your help, CARE Canada can
enable a better future for Syrian refugees and ultimately, show humanity in any way possible.
7 “Canada Announces Matching Fund in Response to the Conflict in Syria.” Global Affairs Canada. 30 November 2015. <http://www.international.gc.ca/media/dev/news-‐communiques/2015/09/12a.aspx?lang=eng>.
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FOR IMMEDIATE RELEASE
CEO and President of CARE Canada believes we have the power to give Syrians a brighter future
December 4, 2015 – Ottawa – Recognizing the growing need for donations to maintain efforts to aid Syrian refugees abroad, CARE Canada President and CEO Gillian Barth delivered a speech today asking various donors for support. With over 9 million Syrians seeking refuge and relief, the speech addressed CARE’s ability to deliver life-‐saving support with the help of donors.8 The crisis in Syria has uprooted numerous men, women and children who once led normal lives. These individuals were studying at local universities, working as pharmacists, doctors and teachers while their children attended school and wore ribbons in their hair. But then, their entire world was turned upside down when violence took over the nation and turned Syrian cities to dust. “With over 30 years of experience in the humanitarian field, I have seen firsthand the struggles that conflict and terror have caused individuals and families,” said Barth. “The images of men, women and children fleeing their homes with nothing but the clothes on their backs and fear in their eyes is something that will never escape my memory.” Life in refugee camps is a far cry from the lives of refugees in their home of Syria, especially when it comes to educating their children. Many mothers do not possess the financial means to send their children to school and many of the countries that displaced individuals take refuge in are brimming with gender-‐based discrimination. This means many young girls are being denied their rights to an education. “The promise of a bright future is not something any child should be denied,” said Angelina Jolie, actress and humanitarian. “I fully support CARE Canada’s initiatives abroad to aid Syrian refugees because they not only have the ability to provide basic necessities such as shelter and clean water, but they can also bring resources and education to countries rampant with gender-‐based discrimination. If we all lend a helping hand, our compassion could open up opportunities that these individuals would otherwise be refused.” CARE Canada is a non-‐profit organization that has dedicated itself to human rights and accountability. CARE has been working to support Syrian families and host communities affected by the civil war since July 2012. So far, their efforts have reached over one million people. 9
-‐30-‐ For more information please contact: Darcy Knoll | Communications Specialist | CARE Canada [email protected] | 613-‐790-‐2134
8 “Syrian Refugees: A Snapshot of the Crisis – In the Middle East [And Europe].”Syrian Refugees. 30 November 2015 <http://syrianrefugees.eu>. 9 “The Situation.”Care – Syrian Refugee Crisis. 30 November 2015 <http://care.ca/our-‐work/emergency-‐relief/syrian-‐refugee-‐crisis>.
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WORKS CITED
Aiza Avupre, dir. “Science of Persuasion” YouTube. 3 December 2014. Web. 30 November 2015 <https://www.youtube.com/watch?v=RGZZQXzZqEw>.
“Angelina Jolie Pitt”. UNHCR – The UN Refugee Agency. 30 November 2015 <http://www.unhcr.org/pages/49c3646c56.html>.
Antoine, Derek. “Early Pioneers of Persuasion.” Azreili Theater, Ottawa, Ontario. 25 September 2015. Lecture.
Antoine, Derek. “The art of media and public relations: A workshop.” Azreili Theater, Ottawa, Ontario. 27 November 2015. Lecture.
Antoine, Derek. “Persuasion & Democracy.” Azreili Theater, Ottawa, Ontario. 02 October 2015. Lecture.
“Canada Announces Matching Fund in Response to the Conflict in Syria.” 12 September 2015. Global Affairs Canada. 30 November 2015 <http://www.international.gc.ca/media/dev/news-‐communiques/2015/09/12a.aspx?lang=eng>.
“Facts and Statistics.” Lifeline Syria. 30 November 2015 <http://lifelinesyria.ca/facts-‐and-‐statistics/>.
“Gillian Barth Appointed New CEO of CARE Canada.” 04 July 2013. Care – Press Releases. 30 November 2015 <http://care.ca/gillian-‐barth-‐appointed-‐new-‐ceo-‐care-‐canada>.
“Mission and Vision.” Care – About Us. 30 November 2015 <http://care.ca/about-‐us/mission-‐and-‐vision>.
Neale, Thomas H., and Dana Ely, “Speechwriting in Perspective: A Brief Guide to Effective and Persuasive Communication,” 12 April 2007, Congressional Research Service. 30 November 2015 <http://www.au.af.mil/au/awc/awcgate/crs/98-‐170.pdf>.
Gas, Richard, and John Seiter. Persuasion, Social Influence, and Compliance Gaining. United States: Pearson Education Limited, 2014. 143.
“The Situation.” Care – Syrian Refugee Crisis. 30 November 2015 <http://care.ca/our-‐work/emergency-‐relief/syrian-‐refugee-‐crisis>.
"Syrian Refugees: A Snapshot of the Crisis -‐ In the Middle East [And Europe]." October 2014. Syrian Refugees. 30 November 2015 <http://syrianrefugees.eu/>.
“Violence Has Forced 60 Million People From Their Homes.” June 17 2015. The Atlantic. 30 November 2015 <http://www.theatlantic.com/international/archive/2015/06/refugees-‐global-‐peace-‐index/396122/>.
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APPENDIX
Techniques used in Speech: • Paragraph Two
o Authority is established by stating, “As the CEO of CARE Canada and as someone with over 30 years of experience in the humanitarian field, I have seen firsthand the struggles that conflict and terror have caused individuals and families.” Authority is a useful persuasive tactic as it follows the idea that people tend to honor the lead of credible and knowledgeable experts.10
• Paragraph Five o Ultimate terms were utilized because, as discussed in the Gas and Seiter readings,
these kinds of words or phrases tend to be widely accepted, highly revered and carry a special power within a group of people.11 As a result, such words can be powerfully persuasive and can successfully motivate people to do something. There are three types of ultimate terms and the kind that was used in this speech was God terms, which are terms that carry the greatest blessing in a culture.12 Often times they demand sacrifice or obedience.
§ The specific God terms used in paragraph five are ‘human rights’ and ‘accountability’ as these words are widely accepted by today’s society and they carry a special power
• Paragraph Eight/Nine o A gain-‐framed message was utilized in paragraphs eight and nine by saying how
donations open up opportunities and how by lending a helping hand, it confirms our ability to fulfill our duty of being compassionate human beings to one another during our time of need
§ A gain-‐framed message was used instead of a loss-‐framed message because the beginning of the speech was filled with depressing images and how refugees feel abandoned. By using a gain-‐framed message, this lends a sense of positivity to a terrible situation and makes the audience feel as though they serve a purpose and can provide brighter futures to displaced individuals (aka the audiences gain).13
• Paragraph Nine/Ten o The speech comes to a close and utilizes the happy ending tactic. As discussed in the
last lecture, this tactic is used to leave the audience feeling positive again and it persuades them by making them hopeful, that their efforts can really make a difference.14
10 Aiza Avupre, dir. “Science of Persuasion” YouTube. 3 December 2014. Web. 30 November 2015 <https://www.youtube.com/watch?v=RGZZQXzZqEw>. 11 Richard Gas, and John Seiter. Persuasion, Social Influence, and Compliance Gaining. (United States: Pearson Education Limited, 2014) 143. 12 Gas and Seiter, Persuasion, Social Influence, and Compliance Gaining. 143. 13 Derek Antoine. Early Pioneers of Persuasion. (Ottawa: Carleton University, 2015). 14 Derek Antoine. The art of media and public relations: A workshop. (Ottawa: Carleton University, 2015).
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• Throughout the Speech o Vividness was used to paint a picture in the minds of the audience. According to Gas
and Seiter, vividness is a tactic that aims to capture and hold our attention by exciting our imagination. The use of vivid information is persuasive because it helps us to process the message, but only when it is congruent with the message that is being communicated. It works in this way because it brings relevant information to mind that is stored in our memories.15
§ Vividness was used in paragraph one to paint a picture of the terrible conditions that refugees endure in their day-‐to-‐day life. The images that these words conjure up in the audience’s heads work to invoke sympathy. Like Gas and Seiter state, it is more vivid to say ‘imagine living in a house that has holes in the walls, makeshift kitchen and bathroom facilities, and is often visited by rats’ than it is to say ‘imagine living in terrible conditions.’
§ In paragraph two, vividness was used when explaining men, women and children running from their homes. This imagery was used because it helps the audience to begin to understand the despair of fleeing refugees.
o Anaphora was another persuasive tactic used in both the beginning and end of this speech. Anaphora is the repetition of the same word or words at the beginning of successive sentences. The effect of this tactic is that key ideas are emphasized with great emotional pull. As well, this type of repetition makes the ideas memorable and gives the words a rhythm.16
§ This technique was used at both the beginning and end of the speech to drill home the key message that Syrian refugees are currently facing deplorable conditions (this was done by repeating the word ‘imagine’) and that it is our responsibility to help them (this was done by repeating the phrase ‘it is our responsibility’)
o Evidence is a persuasive tactic that comes in the form of statistics, quotations, testimonials, personal stories, etcetera. Out of these options, this speech relies mainly on statistics. Statistics are persuasive because numbers are powerful. They tend to add realism and credibility to your argument, they can have an emotional impact and they tend to be quite memorable. 17
§ In paragraph one it was stated that over 9 million Syrians are living in terrible conditions, this statistic helps the audience visualize the massive number of people without a home
§ In paragraph six, the audience learns that CARE Canada has already reached over one million refugees, lending credibility to the organizations ability to provide support
15 Gas and Seiter, Persuasion, Social Influence, and Compliance Gaining. 143. 16 Thomas H. Neale, and Dana Ely, “Speechwriting in Perspective: A Brief Guide to Effective and Persuasive Communication,” 12 April 2007, Congressional Research Service, 30 November 2015 <http://www.au.af.mil/au/awc/awcgate/crs/98-‐170.pdf>. 17 Derek Antoine. Early Pioneers of Persuasion. (Ottawa: Carleton University, 2015).
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§ The stat of 60 million people displaced worldwide was used in paragraph seven to shed light on the magnitude of this global problem, persuading people that now more than ever these people need our help
§ In paragraph seven, it was stated that 75% of Syrian refugees are women and children. This stat was included because it works to inform the audience (who would rather donate to causes related to education) that donating to CARE Canada does support educational opportunities
Techniques used in Media Release: • Paragraph One/Six
o Evidence was used in both of these paragraphs when saying over 9 million Syrians have left their homes (paragraph one) and CARE has helped over one million people (paragraph six). As stated above under the speech persuasive techniques, statistical evidence is persuasive because numbers are credible and powerful.
• Paragraph Three o Authority was established by stating, “With over 30 years of experience in the
humanitarian field, I have seen firsthand the struggles that conflict and terror have caused individuals and families.” As stated under the speech persuasive techniques, authority works because people tend to honor the lead of credible and knowledgeable experts.
§ Authority was also established in paragraph six by stating, “CARE has been working to support Syrian families and host communities affected by the civil war since July 2012. So far, their efforts have reached over one million people.” This statement demonstrates that CARE has been working with refugees for almost four years now and clearly they are successful, as their support has reached a significant amount of people. This establishes authority because it exhibits CARE as a credible organization that knows how to reach this group of people.
• Paragraph Two/Three o As stated under the speech persuasive techniques, vividness is a tactic that is used to
paint a picture in the minds of the audience. In paragraph two, vivid imagery was used when saying, “children attended school and wore ribbons in their hair. But then, their entire world was turned upside down when violence took over the nation and turned Syrian cities to dust.”
§ The imagery of children wearing ribbons in their hair helps the reader to understand refugees as innocent people who did not ask for war, but were forced to suffer through it anyway. The imagery of the cities being turned to dust helps the reader to visualize the magnitude of the violence in Syria.
o In paragraph three I talk about Syrians fleeing with nothing but the clothes on their backs and fear in their eyes, but the meaning of this was already discussed earlier under speech persuasive techniques.
• Paragraph Five o Angelina Jolie was chosen as my celebrity endorsement. Celebrity endorsements can
be quite powerful due to the meaning transfer theory. This theory means that by using a celebrity, you can project the positive qualities associated with Angelina Jolie onto
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CARE’s Syrian refugee initiatives in order to make CARE’s programs more widely accepted among audiences.18
§ She is an appropriate and persuasive spokesperson for helping refugees because she is a woman that is dedicated to human rights and humanitarian initiatives. In April 2012, she was appointed as Special Envoy of UN High Commissioner for Refugees and in this role she has focused on major crises resulting in mass population displacements (aka the Syrian refugee crisis).19
• Paragraph Six o God terms were used when talking about CARE being an organization that is dedicated
to human rights and accountability, please look under speech persuasive techniques for the explanation.
18 Derek Antoine. Propaganda and Democracy. (Ottawa: Carleton University, 2015). 19 “Angelina Jolie Pitt.” UNHCR – The UN Refugee Agency. 30 November 2015. <http://www.unhcr.org/pages/49c3646c56.html>.