27 Apr
2011

The No campaign is appealing to deep principles of natural justice. The Yes side list AV’s interesting features

For over half a decade now my Green communications colleagues and I have had the mantra “benefits not features” to steer us away from becoming too policy wonkish in how we communicate our positions. An example from the commercial world would be “this car has seatbelts with pretensioners and energy management” (features). Translation “it’s really safe” (benefit). A political example would be “our party is seeking to bring CO2 emissions down by 75% by the year 2050” (feature). Translation: “we’ll make sure you’re not going to die from catastrophic climate change” (benefit).

The Yes to Fairer Votes campaign however, has fallen into the trap of expressing the features that our electoral system would have under the Alternative Vote.

Read More

02 Apr
2011

“Make it 50” will come back to haunt the Yes to AV campaign

How do you make a slogan? It might surprise you the key rule of slogans is the public need to already like your slogan even before they’ve heard it.
Cognitively-speaking, you need to be activating an area of your audience member’s brain that is already associated with good and positive things in their mind, and then associate yourself with that.

Unfortunately, that cannot be said for “Make it 50”, the cryptic slogan unveiled today by Yes to Fairer Votes.

Read More