Presentation on theme: "Speak Softly and Carry a Big Schtick January 26, 2007."— Presentation transcript:
Speak Softly and Carry a Big Schtick January 26, 2007
Proprietary and Confidential CONFIDENTIAL Contents > Background > Why use humor? > Rules of the game > Case Studies
Proprietary and Confidential CONFIDENTIAL Background > John Hlinko VP, Marketing and Creative Engagement Early leader, MoveOn.org Founder, DraftWesleyClark.com Founder, ActForLove.org Co-leader, DraftObama.org Former comedy writer Occasional stand-up (SNL-envy!)
Proprietary and Confidential CONFIDENTIAL Why Use Humor? > Class clowns = More fun! > Pew: more than 1/4 of regularly depended upon late-night comedy shows for campaign information. Among those between the ages of 18 and 29, the figure was 47 percent. > Outrage fatigue (over 500 mentions in NY Times alone) > hey hey, ho, ho…heyheyhoho has got to go! > It works Piercing veneer of cynicism Making a point more effectively
Proprietary and Confidential CONFIDENTIAL Rules of the Game > You are not your target audience > Dont worry about the offended 1% > Keep your humor on message: Not just funny -- clever, revelatory > Shame your opponents, humorously > Take your opponents argument to the illogical extreme: www.Just SayBlow.com ( Coke, Texas, Powderhorn, Colorado, etc.) > Get good advice: Find someone whos already used humor in activism. I love you, but that idea is lame.
Proprietary and Confidential CONFIDENTIAL Getting Tactical > Puns Go Wes, Young Man… Clark the Herald Angels Sing… U-Wes-A… Barack Star… Barack around the Clock… Barack and Roll… Barack the Vote… BaRockville > 117 emails > Parody (especially lampooning opponent) > Think visual: costumes, etc. > Dumb it down > Immediate reaction – or ditch it
Proprietary and Confidential CONFIDENTIAL Case Studies
Proprietary and Confidential CONFIDENTIAL Case Study: DC Olympic Team The Washington, DC Olympic Curling Team
Proprietary and Confidential CONFIDENTIAL The Team Ali Eich, Eich Baby Eichenbaum Shawn "Rollin, Rollin, Rollin, Get them Dogies Rollin" Rolland Arvind Cool Hand Rajan John Curls Gone Wild Hlinko
Proprietary and Confidential CONFIDENTIAL The Results > Tens of thousands of letters to IOC > "The best grab for attention to the D.C. voting rights issue since (2000)..." -- Washington Post > Massive blog buzz > Coverage in Time Magazine, Roll Call, Salon, on ABC, NBC, CBS > Corporate sponsor!
Proprietary and Confidential CONFIDENTIAL Results > Tens of Thousands of Letters > Hundreds of Thousands of Supporters > Nearly $2 million in Donations Pledged > 1% to 22% in polls – before the campaign began > Coverage: CNN, ABC, Fox, CBS, NBC, NY Times, Washington Post, WJS, etc.