They came in cars, buses and planes. 32 activists convened in Washington, DC to hash it out, play a game of tag, and build and burn bridges…but it’s not what you think. Their revolution was televised online using digital media.
After undergoing intense training including branding, Internet technology/strategy, and media publicity among others, they had the task of executing a media campaign on voter identification also known as voter ID.
Black Americans comprise 13 percent of the population yet only one out of ten Black Americans vote. After the success of Black voter turnout in the 2008 Election, many exited the voting process sliding down from 13 percent of all voters to 10 percent. “ Capturing that vote meant creating a media campaign in less than seven days that would compel people to defeat legislation on voter ID bills.
Using every single electrical outlet, they powered their laptops and immediately set upon creating this campaign overcoming certain challenges such as a consensus on effective strategy (should we try an economic boycott or just start a petition?), navigating the complexity of messaging (slang or formal?), but ultimately having to launch a website that would urge people to take action.
Starting at 10:00 PM, their sites became active. They blasted off various emails to various organizations, individuals, bloggers, and allies in the fight against voter ID. After all, they had enough obstacles and hindrances to fulfilling their media campaign….but Voter ID was not going to be one of them.
Although this is a MOC campaign the issue of voter rights is very real and very much in danger.