Sequester your skepticism; the man before you is young and stylish; slender and clean-shaven! You have asked for his expert help. Let’s pretend!

Ladies and Gentlemen, please have a seat. My name is Selwyn Cash.  Welcome to the Madison Avenue offices of  “S/P/G” — “Slick, Pitch and Getrich”.  Congratulations, you have chosen the biggest name in advertising to plan your campaign. We fight in your corner to give customers what you want! It’s our “battle cry”. Your message will conquer the masses like an invading army.  The victor always gets the spoils!

Our best creative minds were under siege in the Hilton Hotel for days, weeks, with only room service for comfort. With that kind of sacrifice, they could concentrate solely on the plan of attack.  No, please don’t weep for the battle-scarred; they enlisted for this offensive.  We always spill blood for a cause we believe in.  We will blow you away!

Members of the “Plea for Peace Committee”, did you notice that everything I said, has combat or military references?  Of course you did, you’re bright people! I chose that set of comparisons to make you squirm. Are you wriggling?

This is what confronts us, what we fight against. See what I mean? Even in everyday language, we hit upon these analogies.

We must replace them: persuade the pugnacious; convince the violent.

Instead, let’s meet people half way, talk it out, ask questions, mediate, reflect; understand the other point of view, have a meeting of minds; converse, listen, make friends, make peace; consider the other side, step back; accentuate the positive; open a dialogue, open doors, open your heart; share ideas, share bread; celebrate difference, promote harmony, co-exist, compromise; have some fellow feeling, have some give and take, hold out a hand. Show mercy, shake hands, live and let live, love one another.

To demonstrate the ideas we have in mind, we’ll now show you some slogans: views to amuse, views to use. This new writing on the wall is no mindless graffiti, but distillations to intoxicate the air.

Firstly, co-opt the language and you will prevail. Be bold; don’t be sold! Fly the flag for peace; that’s the real Standard. Stand by your conscience.

PROSECUTE THE GUILTY, NOT THE INNOCENT

GO SOLAR NOT BALLISTIC

ONLY SHOOT FROM THE LIP

DROP NAMES NOT BOMBS

FIGHT THE WAR ON ERROR

BOARD UP THE THEATER OF WAR

Secondly, understand this important “contest for hearts and minds”.  You can embarrass: “Why did you start another war, Daddy?” How many lives does it take to change a regime? Render the moral-less, speechless.

WAR IS TERRORISM WITH A BIG BUDGET

WAR IS NOT A FAMILY VALUE

IF WAR IS THE ANSWER, WE’RE ASKING THE WRONG QUESTION

NON-VIOLENCE, NOT NON-EXISTENCE

QUARANTINE THE DOGS OF WAR

Thirdly, be positive! Ploughshares feed better than war shares! Stand shoulder to shoulder and hold your heads high; let the backward see the beacon.

PEACE IS A HEART THING

PEACE IS PATRIOTIC

MAKE TEA NOT WAR

INVADE HEARTS NOT COUNTRIES

THE STRONGEST FIST IS A PACIFIST

Lastly, expose the war promoters as old fashioned, outdated, un-cool: no-one wears spats anymore, no-one wears a crinoline. Prove their misguided opinions passe. Make the warmongers smell like fishmongers!

WAR IS COSTLY, PEACE PRICELESS

UNDERSTANDING NOT UNDERTAKING

ONLY THE DUMB DON’T SPEAK

LEARNING, NOT BURNING

NO ONE LOOKS GOOD IN A BODYBAG

NO ONE LOOKS GOOD IN KHAKI

WAR IS SO 20^TH CENTURY

War destroys us all. Death is the living end: disablement a living death. “The fortune of war, let me explain, is a wooden leg not a golden chain”.  Keep these phrases flying until the circling hawks plummet.  Repeat them out loud; repeat them to yourself; repeat them to death. Educate the ignorant; enlighten the blinkered. Shine a light in the dark and illuminate the truth. Tell your friends; tell your neighbors; tell your children.

Ladies and gentlemen, we’ve given you our best shot!  Did anything strike you?  Have we hit our target?

Creativity is our secret weapon! Bring it on and never say

“GIVE PEACE A FIGHTING CHANCE!”