The video below is part of NRDC's social media campaign in support of the clean energy bill, and I think it's pretty impressive.
The video itself is certainly one of the most powerful I have seen on behalf of a specific piece of legislation. It's clear, enticing, uses lots of sexy actors and famous people (Cornel West!), and is, unlike many similar efforts, easily actionable. They actually found a way to not only embed the video itself, but also links to send your senator an email, upload your own video, and share the video on any number of social media sites.
They even urge the viewer to "share this" before they describe what the video is about.
Of course all the glamour and technology leaves me asking the one important question, will it actually make a difference in terms of advocacy? (or in business speak, does it further the marketing strategy and lead to tangible results?)
The video is extremely candid about advocacy in some ways (favorite line: "they [senators] don't even know how to use email" -- true story). But then it goes on to suggest "they [senators] know they gotta do something." Really? Having worked in the U.S. Senate, I can tell you that thousands upon thousands of emails are ignored routinely everyday, or at best, given a terse response of the Senator's already established position on the bill. Maybe, there's one swing vote here or there, but how many emails is Olympia Snowe getting these days really, and could should she possibly care any less?
The video also suggests that "we" (presumably young hip voters who watch this video) are watching and will oppose politicians who vote the wrong way. That seems like a bold claim too. It would make more sense if the video asked for donations towards a PAC, but it doesn't.
So at the end of the day, the only real, tangible, effectual action one can take with this video, is to share it with someone else. (I think the video actually suggests spamming everyone you know). Perhaps spreading the message is the real goal. Or perhaps its just to make NRDC look hip and relevant to the younger generation of future activists/donors.
Will any of that help pass the clean energy bill? I'm not so sure.
But the video sure is cool.
It does seem to be preaching to the choir. Do you know how successful this has been in getting itself shared? I watched about half the video, then got bored when west started asking people if it was hot.
ReplyDeleteI'm wondering if it is too long for social media and the accompanying internet-onset ADD.