CONNECT CAUSE WITH EFFECT

20. Connect cause with effect

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• With social issues, often the biggest hurdle you face is that the benefit of what you are asking people to do is not immediately apparent.
• For instance, a woman who turns off a couple of lights on Earth Day will never get to see the effect of her actions on the climate.
• An office-goer who begins to recycle his plastic bottles won’t notice any significant difference in the size of the plastic patch in the oceans.
• A smoker who quits is unlikely to notice any change in his lungs right away.
• When cause and effect are separated by vast amounts of time and space, what can you do?
• Well, you can simply bring them together visually.
• Juxtapose the two in the most interesting way you can think of.

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