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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 	
   	
  
  2	
  
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>.	
  	
  	
  
	
  
  3	
  
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/>.	
  	
  
	
  
  4	
  
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>.	
  	
  
	
  
  5	
  
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	
  
darcyknoll@care.ca	
  |	
  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>.	
  	
  	
  
  6	
  
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/>.	
  	
  	
  
	
   	
  
  7	
  
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).	
  
  8	
  
• 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).	
  
  9	
  
§ 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	
  
  10	
  
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>.	
  	
  
	
  

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CARE Canada Speech-Media Release

  • 1.   1                   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    
  • 2.   2   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>.        
  • 3.   3   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/>.      
  • 4.   4   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>.      
  • 5.   5   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   darcyknoll@care.ca  |  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>.      
  • 6.   6   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/>.          
  • 7.   7   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).  
  • 8.   8   • 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).  
  • 9.   9   § 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  
  • 10.   10   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>.