Dear MoveOn member,
The old political playbook was simple: Buy TV ads. Lots of them.
Now it's 2016, and that playbook is out the window. Donald Trump won the Republican primary campaign not with paid advertising, but with $3 billion of what pros call "earned media"; he'd say or tweet something and his supporters would see it online—and then journalists would write about it, spreading the message still further.1
All the paid ads in the world can't compete with that type of free coverage. But MoveOn’s new Video Lab can.
Here’s how it works: MoveOn has hired a team of industry-tested producers, videographers, and motion graphic artists—and their work is already having huge success. A recent Video Lab video, with Senator Elizabeth Warren telling the truth about Trump, surged past 14 million views. It also generated coverage by The Washington Post, Politico, MSNBC, and many more outlets. It's already one of the year's most viral political videos. And it's just the start.
Can you chip in $5 a month, and help MoveOn's Video Lab go toe-to-toe with Trump from now through election day?
Although I won't be writing, narrating, or illustrating these videos, I'm enthusiastic about what they can accomplish.
My team at Inequality Media has been partnering with MoveOn for over a year now, and we've had a number of breakout successes. One recent video we made together on the Bernie Sanders agenda drew 14 million views.
With the Video Lab, MoveOn will have what it takes to release a new video not just every few weeks, but practically every weekday. That means they can reach an audience equivalent to a cable news TV show ... all without a dime of corporate advertising. But it's possible only if enough of us provide the ongoing support that it'll take for this project to succeed. Can you help?
In 2016, we don't have to settle for whatever the media happens to report. Through our dollars, our videos, and our shares online, we can become the media. And our collective voices, standing for the values of inclusion and equity that Americans, at their best, strive to advance—is more powerful than any narrow-minded, hate-baiting politician. Let's make sure our voice is heard.
Thanks for all you do.
P.S. For over a year now, MoveOn and I have partnered on a new video every few weeks. These videos—on issues like money in politics, too-big-to-fail Wall Street banks, mass incarceration, the fight for a $15-per-hour minimum wage, threats to Social Security, the skyrocketing cost of education, and the Bernie Sanders agenda—have gotten millions upon millions of views and changed our public debate.
Now, imagine: Instead of just producing an online video every few weeks, MoveOn’s going to produce one practically every weekday.
1. "Trump has gotten nearly $3 billion in ‘free’ advertising," MarketWatch, May 6, 2016
Want to support our work? MoveOn member contributions have powered our work together for more than 17 years. Hundreds of thousands of people chip in each year—which is why we're able to be fiercely independent, answering to no individual, corporation, politician, or political party. You can become a monthly donor by clicking here, or chip in a one-time gift here.
PAID FOR BY MOVEON