Amanda Ayers
SB 860 Communications Plan
Introduction
Bill H. 1697 is an act to reduce childhood obesity by removing the state subsidy for
sugared sweetened beverages and candy. Childhood obesity has tripled in the past 30
years. In 2008, over one third of children and adolescents were overweight or obese. Risk
factors for cardiovascular disease, such as high cholesterol and high blood pressure are
much more common among obese youth (Centers for Disease Control and Prevention,
2012). Obesity is a rising epidemic that if not brought under control could have negative
effects on our population for decades to come.
Kay Kahn, a Democratic Representative from Newton, MA is sponsoring Bill H.
1697. This bill is aiming to reduce childhood obesity by removing the current state sales
tax exemption of sugar sweetened beverages and candy. Proponents are saying that the
taxes will deter people from buying these products, similarly to tobacco and alcohol
taxes. The opponents are claiming that there is no strong evidence showing the link
between these products and childhood obesity and that by taxing these products there is
an undue financial burden being put on the middle class.
An analysis of the frames on both sides of the issue was completed. It was seen that
the opponents push the idea that consumers should be allowed to have freedom and
responsibility for their own choices without being unfairly “targeted”. The opponents’
frames lacked metaphors and their frames seem to rely more heavily on catch phrases and
strong core values, such as freedom. The proponents’ frames employ imagery and
metaphors to elicit visions of the onslaught of the obesity epidemic, and to convey the
threat imposed. The proponents use the backing of physicians-specifically pediatricians
in order to keep the focus on children, family, and health. They also use the frame about
financial security to explain the amount of money that will be saved on obesity related
medical costs, as well as how much revenue will be generated from the tax.
One of the strongest values used by the opponents is Freedom. The proponents of the
Bill should create and frame an argument stating that by exempting certain foods from
sales tax, those in power are making decisions for everyone. If the legislature is
determining the cost of goods and giving preferential treatment to some industries this
means others are being manipulated and having their freedom taken away. Also, it would
be effective for the Public Health proponents to use the core value of Financial Security
as their own. They would be able to do this by saying; if obesity rates continue to rise job
loss is inevitable. People may become so sick that they must take time off from work that
could directly result in job loss and financial insecurity. If people begin to see obesity as
something that could affect their ability of keeping a steady income we as public health
practitioners may be able to return this frame to our side of the argument.
Goals
1. To reframe the opposition’s Freedom frame for the proponents use
2. To reframe the opposition’s Financial Security core value for those trying to pass
Bill H. 1697
3. To strengthen our own frame about Money to say that the bill is only removing a
tax exemption rather than imposing a tax
Objectives
1. To communicate to legislators and the public our frame that by allowing the tax
exemption we are allowing the government to have control over our choices and it
gives preference to some industries and not others.
2. To communicate to legislators and the public our frame that it will be a financial
burden when people cannot work because of the obesity epidemic. They will not
be able to care for their families financially.
3. To restructure the current frame to state that the bill is only removing a tax
exemption that other harmful products do not have, such as tobacco, rather than
imposing a tax.
Specific Messages

Don’t allow tax exemptions for products that are harming the health of our
children.

Tax exemption is giving big businesses and companies better treatment than the
citizens it should be helping.

The obesity epidemic is creating a sick work force and lowering productivity.

Childhood obesity is plaguing our children and we must do everything in our
power to help their chances of living a healthy life.

Big Business is manipulating what we eat through tax-exemption for their
products; give choice back to the people.
Target Audience/Audience Profile
Legislators identified as supporters through past legislation choices and
committees that work with
 Richard T. Moore
o Democrat, Uxbridge, Senator
o Senate Chair of the Legislature’s influential Joint Committee on
Health Care Financing and is constantly in the forefront of issues
affecting the health of the people of Massachusetts
o Key architect of the landmark Massachusetts health care reform law
that has resulted in near universal access to health care and established
the foundation for health cost containment
 Jennifer L. Flanagan
o Youth and Families Advisory Committee
 Jeffrey Sanchez
o Democrat, Representative Jamaica Plain
o Chair for Representatives in Joint Committee on Public Health
 Susan Fargo
o Senator, Democrat, Lincoln
o Chair for Senate Joint Committee on Public Health





o Former Massachusetts public school teacher and editor of the Lincoln
Journal
o Her Children and Family Protection Act was the toughest pesticide law
in the nation.
Jason Lewis
o Democrat, Winchester,
o Vice Chair Public Health Committee
o Strong advocate for adequate and equitable funding for public
education, more affordable healthcare for families and small
businesses, transparent and accountable government, and advancing
human and civil rights
Harriette Chandler
o Democrat, Senator, Worcester
o Served on Joint committee of Health Care
Robert L Hedlund
o Republican, Weymouth, Senator
o Bill to regulate food produced from cloned animals
Christine E Canavan
o Democrat, Representative
o True champion for the families and communities in her district,
Christine has always placed a strong emphasis on providing accessible,
timely constituent services
Paul Adams
o Republican, Representative, Andover
o Both member of Joint Committee on Public Health and on Revenue
Legislators on the Joint Committee for Revenue

















Katherine Clark: Senate Chair
James E. Timilty: Senate Vice Chair
Thomas P. Kennedy
Michael J. Rodrigues
John F. Keenan
Michael R. Knapik
Jay Kaufman: House Chair
Kevin Aguiar: House Vice Chair
Harriett L. Stanley
James Arciero
James M Cantwell
Paul A Schmid
Paul Adams
Christopher G. Fallon
Jennifer E. Benson
Denise Andrews

Steven L Levy

Govenor Deval Patrick: current proponent for removal of the tax exemption
Organizations For Tax Exemption Removal
 Health People/Healthy Economy
 Massachusetts Public Health Association
 William Gallagher Associates: Insurance Broker
o Phil Edmundson; President
 Massachusetts Department of Public Health
 NEHI
o Nick King: VP of Communication
o Valerie Fleishman: Executive Director
o Rushmie Kalke Nofsinger: Director of Communications and Strategic
Marketing
Organizations Possibly Against Tax Exemption Removal
 National Automatic Merchandising Association (NAMA)
 New England Convenience Store Association (NECSA)
 Mass Food Association
 National Association of Convenience Stores
 7-11 – on board of directors for NECSA
 Tedeschi Food Shops - on board of directors for NECSA
Communication Channels
1. Television Networks
a. WGBH – Educational Foundation
b. WBZ – CBS
c. WCVB – ABC
d. Boston Neighborhood Network
e. NECN
2. Newspapers
a. Boston Globe
b. Boston Herald
c. Jamaica Plain Gazette
d. Worcester Telegram & Gazette
e. Milford Daily News
f. Metro West Daily News
g. Lincoln Journal
3. Social Media
a. Create Facebook page for the campaign
i. Write daily updates
ii. Upload photos
b. Create Twitter account
4. Radio
a.
b.
c.
d.
WBUR – 90.9 Public Radio
WKLB – 102.5 – Country
WSRS – 96.1 – Adult Contemporary
WBOQ – 104.9 – Classic Hits
5. Online newspaper
a. Wickedlocal.com
Activities
a. Post card initiative
i. Send post cards in large quantities on the same day to legislators at the
State House
b. Lobby Day
i. Provide information packets to legislators
ii. Provide knowledge verbally to legislators
iii. Stand outside to tell those who walk by state house what our campaign
is about
c. Send press release to be published in different forms of media
d. Radio spots
i. Create a PSA that will be said on local Radio stations
ii. Speak about campaign agenda through interviews
e. Social Media Outlets
i. Update Facebook page daily
ii. Create hash tags for Twitter account such as as #nomoresugar
#stopsugar #removetaxexemption
Materials
f. Press Release
g. Information Packets
i. Fact sheet
ii. Pen with campaign name
iii. Pamphlet
iv. Post card
h. Canvasing signs
i. Letters to the Editor
j. Op-Eds
k. Post cards
i. Many different with facts on all cards
l. PSA
m. List of SOCOS for campaign members to memorize
Works Cited
Centers for Disease Control and Prevention. (2012, June 7). Childhood Obesity Facts.
Retrieved November 3, 2012, from Adolescent and School Health:
http://www.cdc.gov/healthyyouth/obesity/facts.htm