A beautifully executed network-centric approach to advocacy. MoveOn knows...campaigns need ads to move messages. MoveOn knows that there are lots of smart and passionate folks in the MoveOn network. MoveOn knows lots of folks have the capacity and talent to create ads.
Put out a call for content, let people know how important it is, let folks know how you are going to use the contribution and what your are going to use them for. Soon..you have volunteers cranking out ads that are as better then most on TV.
Bush in 30 Seconds
MoveOn has let go of the control of ad design and assumed that good people would make ads to tell stories that further the MoveOn agenda. thousands of submissions, fifteen ads have made it to the contest’s final round. The winning ad will now be chosen to air on national television by our panel of celebrity judges which includes Michael Moore, Donna Brazille, Jack Black, Janeane Garofalo, Margaret Cho and Gus Van Sant.
Ads by the people, for the people. This should generate some buzz and highlight messages that resonate with a base of potential activists. (I don't know how these will go over in "swing" states but I would imagine they might energize a base.
