The John Farnham ad was not designed to be a vote swinger. The new ad “Will I be heard?” is about shifting votes and will be effective.
As the Voice referendum campaign begins in earnest, there is no doubt the Yes vote is behind. But having worked on more than 25 election campaigns, I know that disengaged voters don’t really tune in until the campaign proper begins. So while a Yes victory is difficult, it’s not impossible.for
The other difficulty is the sheer magnitude of the task. In a normal election campaign, the advertising is really designed to work only on swinging voters in marginal seats so the messaging and content can be reasonably consistent along political lines. But a referendum is bipartisan and nationwide, requiring different messages to work on different people. The Yes still needs a cohesive narrative to work, whereas the No benefits from the confusion.
And the recent reveal that the No field campaign were told to deliberately promote misinformation will also work against them – people don’t like being overtly manipulated.gave the campaign a chance to reset. After a slew of negative news stories, and some fairly grim polls, keeping people feeling positive about the campaign was incredibly important. It helped ensure that funds kept coming in and volunteers kept turning up. Resourcing a nationwide battle plan isn’t easy but it’s vital.
Criticism of the new ad might suggest the Why is not new information – that people already knew the facts about Indigenous outcomes. While that is true, the reality is that facts on their own are remarkably unpersuasive. If facts worked to change opinions, we wouldn’t have been having a climate change “debate” for the past decade.This ad takes the facts people knew intellectually and presents them emotively.
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