speak softly and carry a big schtick january 26, 2007
TRANSCRIPT
Speak Softly and Carry a Big SchtickJanuary 26, 2007
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Contents
>Background
>Why use humor?
>Rules of the game
>Case Studies
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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!)
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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
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Rules of the Game
> You are not your target audience>Don’t worry about the “offended 1%”> Keep your humor on message:
Not just funny -- clever, revelatory
> Shame your opponents, humorously > Take your opponent’s argument to the illogical
extreme: www.Just SayBlow.com ( “Coke, Texas,” “Powderhorn,
Colorado,” etc.)
>Get good advice: Find someone who’s already used humor in activism. “I love you, but that idea is lame.”
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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
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Case Studies
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Case Study: DC Olympic Team
“The Washington, DC Olympic Curling Team”
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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
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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!
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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.
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www.FreeTheStemCells.com
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Free the Stem Cells
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National Breast Cancer Coalition
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“Take Action, Get Action”
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Contact
John HlinkoGrassroots Enterprise1101 17th street, NW, # 1350Washington, DC 20007
[email protected] (w)202-744-6525 (cell)
www.Grassroots.com