The Israel Defense Forces have been running a Facebook page since 2011. During the most recent and ongoing conflict the IDF have been posting creative content communicating updates about their operations and justifying their actions.
The objective of the communications is to get people both inside and outside the reason to understand their response and make sure that their case is being made in the battle on the airwaves.
It’s very well put together and is an interesting example of contemporary propaganda.
Thanks to @chchristiaens for alerting me to it.
Today sees the launch of a UK-wide campaign called Let’s Stay Together which aims to give a voice to everyone who doesn’t have a vote in the decision to break up Britain, but wants to try to influence the vote in favour of Union.
The campaign’s aim is to get pro-union people from across the UK, who don’t have a vote in the referendum, to publicly state online, and maybe even in real life, that “Scotland is part of our UK family and I want us to stay together”.
The launch piece of content uses Queen’s ‘You’re My Best Friend’ as a soundtrack and features celebrities from all over the UK including: Tanni Grey-Thompson, Eddie Izzard, Ross Kemp, Ian Rush, June Sarpong, Dan Snow, Susannah Constantine and Trinny Woodall.
The video is wonderfully upbeat and is markedly different in tone from much of the Better Together campaign.
The video and wider campaign cleverly gives license for people from across the whole of the UK to have their say in the referendum. It is carefully respectful of the fact that it is the right of the Scots to decide whether to remain in the union. But the video will give confidence to those who might have worried about articulating their positive feelings about the UK to speak out and let Scotland know that they do care about the future of the country and want the jocks as part of it.
And whilst I’m at it, I may as well compliment them on their snazzy logo, very nice:
Greenpeace have released a film attacking Lego’s partnership with Shell; the toymaker distributes its toys at Shell’s petrol stations.
Created by London-based creative agency Don’t Panic, the film features Lego characters, animals and uses a reported 120kg of Lego brick to depict an oil-stricken, polluted and decayed Arctic.
The film is part of a wider Greenpeace strategy to put pressure on big corporate companies to publicly sever their ties with Shell in order generate awareness around the oil producer’s supposed moral and environmental indiscretions. The issue in question in this film is Shell’s ambitions to drill for oil in the Arctic.
The film is beautifully crafted. There is an incredible amount of attention to detail and the way the camera pours over the set creates a real sense of life in the characters which in turn generates greater emotion amongst the viewer.
The film has already gone viral and Shell and Lego’s attempts to get the film taken down have added further fuel to the fire.
Kids Company, the charity for vulnerable children, have started a campaign that is overtly political in nature, as opposed to their usual fundraising and awareness-driving activity.
The ad features a voice-over by a child who talks about where she lives and plays, accompanied by slum-like images and powerfully makes the point that politicians aren’t doing enough to improve the lives of vulnerable children.
The sense the viewer gets is that there is a never-ending cycle of cruelty and neglect amongst parts of the child population. The film is designed to stimulate a strong sense of injustice and I can imagine it will provoke the desired reaction of getting people signing the petition.
Once people have signed the petition they are encouraged to upload a photo of themselves as a child to Facebook and share the campaign. This is a nice viral hook, playing brilliantly to peoples vanity, and should help spread the message further.
The campaign is running in cinema, online, radio, social media, outdoor and press.
The Islamic State of Iraq and Syria (ISIS) have released a video promoting their (as yet unrecognised) state and militant organisation.
The 13-minute long video is professionally shot and edited, and shows a group of young men – including those from Britain and Australia – holding weapons and reciting militant Islamist slogans and passages from the Qur’an.
The aim of the video is to encourage young, western Muslims to travel to Iraq and Syria and become part of their jihad (struggle).
The creative strategy for persuading potential recruits is to portray members of the militia as relatively normal people who the audience could associate themselves with.
The setting for the majority of the video is a verdant, thriving and bright forest; this is to imply that the environment recruits could look forward to would be comfortable and relaxed. Occasionally there is footage showing groups of young men, often in balaclavas toting machine guns and seemingly having a good time; the sense of camaraderie and solidarity will no doubt appeal to the audience.
The video is however very long indeed and there isn’t enough interesting things happening or being said to justify this duration. The speeches often seem slightly confused, incoherent and are not particularly inspiring.
Nevertheless, I suspect the mere fact that the organisation has produced a professional looking video that speaks directly to the small group of people who were considering making the very dangerous trip will be inspiration enough for the potential recruits.
The Labour Party have released a new party election broadcast in advance of the European and Local elections taking place on 22nd May.
The video, shot in black and white and filmed in the style of a Harry Enfield Cholmondley Warner sketch, is set around the Cabinet table and shows Nick Clegg being verbally beaten into submission – and physically shrinking – by a domineering David Cameron.
It’s very professionally put together, but the strategy and creative execution seems like a big mistake to me.
I think the tone is very sneering and slightly mean-spirited. Obviously they’re trying to attribute those values to the Tories, but I think it’s backfired. It feels like the Labour Party are being disdainful, arrogant and condescending towards Clegg and the Lib Dems.
The preposterous portrayal of the Conservative Party as old-fashioned toffs just doesn’t ring true. Whilst lots of people will disagree with Tory policies, I don’t think many people will find the characterisation of the Tory’s in this video fair, funny or appropriate.
Class warfare doesn’t tend to play very well with the British electorate. It certainly didn’t during the Crewe and Nantwich by-election in 2008 and I don’t think the public will have suddenly taken to it since.
The attack is not insightful, clever or particularly funny. I’m amazed it got signed off by the famously conservative Labour Party command. I would have thought the bit in the script where it says “we see a naked / miniature Nick Clegg chased down the Cabinet table by a cat” would have set off some alarm bells in the leadership’s heads.
I genuinely wouldn’t be surprised if this gets pulled before long.
The Better Together campaign in Scotland have this week released the above billboard.
Having received widespread criticism for running a negative campaign, Better Together have clearly decided that some positive posters are the order of the day.
I think this is a mistake.
It is the role of challengers to sell anger about the status quo – something which the Yes campaign have been doing to no small degree, albeit occasionally blended with messaging around hope.
However, it is the role of the incumbent to sell fear of change. If they fancy sticking some ‘there’s still so much to do’ in there for good measure, fine. But the fear should be non-negotiable.
Better Together should not allow themselves to be put off course by the Yes campaign’s complaints about the tone of their campaign. When polling day comes, it will not be vanilla, forgettable copy and imagery like the above which will make the electorate think twice about putting a cross in the ‘yes’ box.