Don't get me wrong. I believe that the underrepresented little guy needs to speak very loudly when making waves at the opposition. The powers-that-be have a much larger budget, and so the soldiers of communication for the activist must be highly skilled and persuasive.
Here's the problem: when a powerful entity (read evil corporation) disseminates a message, it is a psychological assassin. An expertly trained machine of mass appeal. There are rules and best practices for potent communication assassins that the activist circle needs to spy on and appropriate.
1. Take an unbiased tone... if the viewer thinks that you have irrational disrespect and jealous anger they will debunk the message as emotional baggage.
2. Evoke positive outcomes... even if they are fantasy or futurama. You can see this all up an down the branding of large multi-national companies. They have a reason for this. It is a double edged sword for gaining social compliance, like saying both "I care about your future" and "I care about the world"
3. Be simple... the media messages that stand out are singular thoughts, momentous expressions, and one grand benefit. The effect is pseudo-epiphany, and it makes us feel good.
That said, take a look at this (below) and see how this ad-soldier does.
...A blog by Tim Hinson
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