Step 1
The Parrot Trap
The Repetition Trap
When arguing against something, we often end up accidentally reinforcing the idea. Nixon said "I am not a crook" — reinforcing the very association he wanted to deny.
Avoid the trapStick to your own key points. Don't repeat unhelpful language.
Poverty is not natural→Poverty is created
Step 1
The Cobra Trap
The Threat Trap
Too much emphasis on threat leads to people losing hope and feeling unmotivated. Balance threats with solutions and point to previous successes that show change is possible.
Avoid the trapHighlight past successes and make the problem seem fixable. Don't dwell on the threat.
We've never faced anything on this scale→We already know how to address this
Step 2
The Chameleon Trap
The Sanitising Trap
Using jargon, coded language or euphemisms to make something bad seem less harmful. If we're trying to stop something bad, why make it sound better?
Avoid the trapBe clear. Highlight the problem in clear, emotive language. Don't hide what's happening.
Collateral damage→Killing civilians
Step 2
The Sloth Trap
The Passive Trap
When we fail to point out the cause of a problem, we make it seem hard to fix. Things don't just happen — they have a cause. Passive language makes damage seem inevitable.
Avoid the trapShow who is doing what, to whom. Don't make things seem passive and inevitable.
Hate crime has increased→Media coverage has fuelled xenophobia and increased hate crime
Step 3
The Rat Trap
The Assumption Trap
Assuming that our audience shares the same associations with a word that we do. The more we know about something, the more we assume others do too — the "curse of knowledge".
Avoid the trapUse terms most people share a common understanding of. Test your assumptions.
Active travel→Walking and cycling
Step 3
The Shark Trap
The Contaminated Language Trap
Some words have such strong negative associations they should be avoided altogether. Like sharks after Jaws — some terms are permanently tainted and need replacing.
Avoid the trapKnow when to give up on a term. Some words carry too much unhelpful baggage.
Make America Great Again→Let's create a fairer United States
Step 4
The Robin Trap
The Rose-Tinted Trap
Using words with strong positive associations when trying to criticise something. It makes people defensive. Robins look cute — but they're actually quite violent!
Avoid the trapDon't criticise things using words people feel strongly positive about. Use an alternative.
Cut funding for our troops→Spend less on guns and bombs
Step 4
The Virus Trap
The Othering Trap
Labels create "in-groups" and "out-groups". Whenever we use a label for people, we make them seem less like us. In the worst cases, this dehumanises people entirely.
Avoid the trapBring people into the picture. Use language that shows people are like you.
Refugees→People seeking refuge
Step 5
The Platypus Trap
The Kitchen Sink Trap
A platypus looks built from parts of other animals — confusing! Too many competing messages make communication impossible to remember. Every campaign needs one clear top-line.
Avoid the trapKeep it short and simple. Don't throw in the kitchen sink.
Everything you stand for in one sentence→Black lives matter
Step 5
The Anglerfish Trap
The Misdirection Trap
What is left out of a message is as important as what is put in. Accidentally leaving out a detail can change how people think about a problem — and its solution — entirely.
Avoid the trapFocus on what matters. Don't leave out something important that changes the picture.
Poachers are driving the ivory trade→Those buying ivory are exploiting wildlife and people
