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Reverse what people expect

Jeremy Vine on Radio Two gave a lot of airtime today to a pretty average council scheme in Braintree, where the local council will pay people £10 at random if they “catch” them putting litter into a bin.

So, the carrot rather than the stick.

Reversing something is a good way of making it newsworthy.

How about an airline that pays its first passenger? A cafe where you can get money back by washing your own cup?

UPDATE 29-6-07 20:54 The Edinburgh Evening News has reversed what people expect by printing a Good News edition. Fantastic.

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This entry was posted on Thursday, June 28th, 2007 at 3:01 pm and is filed under Publicity ideas. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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