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

John.Hlinko@grassroots.com202-741-3798 (w)202-744-6525 (cell)

www.Grassroots.com