Why AV isn't going viral

Written by Total Politics has a free weekly Friday email bulletin. Follow this link to register. on 21 March 2011 in News
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AV is a missed opportunity to have some fun with online video content

I'm currently working on a feature for the next issue about the referendum on 5 May and how both Yes to Fairer Votes and No to AV are running their campaigns.

I came across a couple of videos from both campaigns that are worth thinking about. In terms of style, they are remarkably similar. Both use members of the public to promote Yes or No. Both stress their diverse range of supporters and both use that irritating stock music that's designed to be uplifting.

No to AV have put their video on YouTube as promoted content. It focuses on the disputed £250m cost of switching to the alternative vote. It was published on 16 February and currently has 14,150 views.

Yes to Fairer Votes uses the message of a 'change' in politics to push their argument. It was published two days earlier than the No to AV video on the 14 February and has 7,772 views.

Do you find either of them effective? Ignoring content and simply focusing on style, I found that both fell into the 'safe' category of campaign videos.

If either camp wants their content to go viral, and reach/educate more people before 5 May, they should consider a more imaginative approach.

Although far from perfect, take a look at this AV-related video. It explains opposition to First Past The Post through ice cream and robots!

I'd love to see more inventiveness when it comes to political video campaigning. Although in its infancy, this medium has so much more potential.

And my view has NOTHING, I repeat – absolutely nothing – to do with directing this little number before the election last year (ahem):

Tags: Alternative vote (AV), Alternative Vote (AV) referendum, No to AV, Viral video, Yes to Fairer Votes

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