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@TonyStark

The underlying basis is not short, but the messaging Anat Shenker-Osorio, the key player in that consortium, and her colleagues create based on it is.

If you look at their Freedom Over Fascism toolkit, you'll see that very brief and concise messages can be employed as well as slightly longer ones, say for 30 to 60 second ads are "easy" (for them) to construct, and certainly easy for us to repeat, and repeat, and repeat.
It's the repetition that's the key
https://bit.ly/FreedomOverFascism