October 8th, 2010
10:10’s “Go green kids or we’ll blow you into tiny pieces” campaign has gone viral – its video, as Richard North notes, having been viewed well over a million times on YouTube, as well as being celebrated in numerous parodies.
As you can imagine, the question everyone is asking in Eco Medialand is: “How do we replicate this marvellous success? How do we get everyone talking about us, in the way everyone is now talking about Franny and Eugenie and the gang?”
ell, I’ve been looking at the 10:10 website – H/T Barry Woods – and the answer has been staring us in the face all along. Teamwork, that’s what it’s down to. Teamwork, experience and a proven marketing track record.
If you go here – presuming they don’t decide to shut the section down, like they did with the comments when they got too embarrassing – you can read about all the special qualities the 10:10 gang are bringing to the party.
There’s press intern Josefine Thieme, for example, whose job description includes “Keeping a record of 10:10 press coverage”. My, you’ll have been busy lately then, Josefine.
Then there’s Robin Houston, technical director, who admits to “Laughing too loudly at inopportune moments.” Robin, you must be in very heaven!
But top man, surely is “board member” Chris Rose, director of Campaign Strategy Ltd. Presumably he must be the marketing mastermind behind this “die kids, die!” PR masterstroke. And at his website Campaign Strategy he offers top tips on how it’s done. His 12 Basic Guidelines include snappy sections with titles including “Start where your audience is” “Campaign v. the unacceptable”, “Make real things happen” and – my favourite – “Say what you mean.”
The simplest thing you can do to help your message is to be direct and straightforward. Forget being ‘clever’. When all else fails (as it probably will): say what you mean. (Try telling a relative – when they ‘get it’, use their way of saying it).
And they did forget being ‘clever’ didn’t they? They told us exactly like it is: we in the green movement passionately believe that the only language climate change deniers will ever understand is violent death administered at the touch of a button by nice, caring people like us.
Couldn’t be clearer. Before 10:10, the Eco Fascists had been hiding their light under a bushel. Now everyone knows what they really stand for. Well done Chris! Thank you Franny! Onwards and upwards, eh?
(to read more, click here)
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