**FURRY FRIENDS**

The final chapter in Chip and Dan Heath’s book “Made to Stick” that I will be blogging about is the chapter about making ideas credible. In my opinion, credibility is key to making an idea stick becuase even if the idea has every other part - simple, concrete, emotion, stories - if no one believes it, then it’s pointelss.

There are a ton of great examples in the book such as Pam Laffin being a spokeswoman for not smoking because she had a tubein her throat from lung cancer and Dennis as a spokesman fro the Doe Fund because he was a homeless man.

 There are also ideas on how to make, and what makes an idea credible. The obvious things that make an idea credible are because of family, personal experience, faith and authorities. Some ways to make an idea credible include adding detail, contextualizing them in terms that are more human (e.g. statistics) and using a specific type of example (i.e. the Sinatra Test).

One campaign that lacks credebility is the “Above the Influence” campaign. Everyone knows that drugs and alcohol are “bad” for you. So who are these people making it sound like a sip of wine could lead to death? When I clicked on the “about” section it started off by saying, “who’s behind this website.” Well, yea, who are these people throwing out facts and statistics and morbid ideas? We’ll never know. The webstite says that it is created for the National Youth Anti-Drug Media, but it doesn’t say who is creating it for them. For all we know, it’s just some random, uneducated, angry moms. Details? Not a chance. This website doesn’t give anyone any more information than they already have, unless maybe if you’re a second grader. I’m not too sure about if they’ve passed the Sinatra Test, but faililng two out of three test isn’t enough to make it a good campaign.