The Green Miles works in issue advocacy communications (these days, mostly climate & wildlife). I don't offer a lot of deep thoughts on my professional work because once I'm out of the office I'd much rather blab about organic beer, how great Tom Perriello is, etc.
But this clip sums up my best advice for anyone -- nonprofits, politicians, etc. -- looking to get your message across to the general public. Unless you're Apple or Nike or Meg Whitman and have a giant advertising budget to tell your story over & over, you need to be direct.
You need to tell them to buy this vacuum cleaner: