
No – Official Trailer (HD) Christopher Reeve, Gael García Bernal – YouTube.
A mind is a terrible thing to waste. This is your brain on drugs. Just say no. You’ve come a long way baby.
I have a love/hate relationship with slogans. Trapped behind a Volvo in Berkeley and faced with the bumper sticker “War is never the answer” my response is: what if the crossword is a three-letter word for extended battle?
In the right context, slogans and iconic imagery do some heavy lifting in getting messages across and motivating a crowd.
If you want to see that in action or if you have any interest in communications for advocacy, please go see “No,” the Oscar-nominated film about an ad man’s social marketing campaign that helped end Pinochet’s reign of terror in Chile.
Brief history: Pinochet’s brutal 17-year regime started after a U.S. supported military coup that overthrew and caused the death of Salvador Allende, the first elected Marxist president in Latin America. Pinochet’s military dictatorship was notorious for torture, murder and corruption.
But “No” isn’t a continuation of “Missing,” it’s a story about an ad man with a leftist background who gets talked into producing a series of 15 minute segments for late night television to combat the government’s dominant messaging and control of the media.
It’s a one-time opportunity leading up to a yes/no referendum for Pinochet. And even though it’s widely held that the election will be rigged, bystanders from the West are watching, and there is hope for change.
Prior to engaging the ad exec, the allied social democrats and leftists produce a moving docudrama that shows the violence, repression, and suffering they believe will motivate the masses to come out and say “no.”
The ad exec pooh poohs the effort and states: “esto no vende.” That doesn’t sell.
Much to the chagrin of the stalwart leftists involved, he then produces a spot that at first looks a little cheesy (it is set in the 80s) – think Coke meets New Freedom mini-pads, with a catchy jingle.
The rest is storybook, movie history. The ad man takes the aspirational slogan-jingle “Chile, Happiness is Coming” to a battle cry level, infuses the creative with more meaningful content and inspires a majority to give showing up a chance and saying no a try.*
For people involved in advocacy communications it’s a potent reminder to keep asking: What will motivate your audience? What are you offering them?
After almost two decades of murder, disappearances and repression, an ad man in Chile played a pivotal role in changing history with a catchy jingle, rainbow logo, people on horseback and scenes of a bucolic picnic. That’s a powerful tale for progressives here.
The movie showed a winning strategy that combined both the ugly truths (images of loss and repression) within a frame of smart motivation (hope for a happy future) to get to a new dawn moment.
*No, it’s not exactly how it happened, but it’s one aspect of the winning campaign. Apparently the filmmaker got some flak (NY Times article). But it’s a good movie and the message is worth heeding.
How can we get the defense of Black churches on the gay agenda?
The power of the rainbow is in full glow this summer. The significance of the June 26 Supreme Court ruling on marriage equality is concretely meaningful for so many, and symbolically meaningful to everyone.
#LoveWins this summer, but not for everyone and not if you plan to get married in a Black church. Because it is a summer of hate this year as well.
Parallel to the civil rights victory of same-sex marriage is a growing state of emergency of violence against Black people in the U.S. Late this June, eight African-American churches were set on fire in a period of ten days in the South. It is a time of terror.
Race-motivated crimes are at a boiling point in this country. The church burnings, together with the race-hatred murders committed by Dylann Roof, and the ongoing and undocumented police murders and brutality of African Americans is bringing combatting racism to a priority need for any political group concerned about human rights.
A gigantic item is getting checked off for LGBT advocacy groups. Winning same-sex marriage in the highest court of the land is historic, but for many in this community it is also a relief to be able to shift gears and move on.
But there is no published gay agenda. And if there were, it would be created by leadership in organizations who do not always reflect our gender and racial diversity.
One of the largest and most powerful LGBT political groups is Human Rights Campaign, a group recently confirmed through their own commissioned report as riddled with discrimination and diversity problems, and essentially a “white men’s club.”
At this historic moment, where #LoveWins it would be an incredible shift to intentionally put LGBT money and power in support of Black organizing.
Without losing the mission of focusing on LGBT rights and equality… organizations have an opportunity to extend at this time and become real allies in the fight against police brutality, racially-motivated hate crimes, the burning of Black churches and other terrorism targeting Black lives and Black freedom.
Because we are not all white and male and in charge.
In the tradition of James Baldwin, Bayard Rustin, Audre Lorde, and so many other Black LGBTs we stand on the shoulders of, the gay political powerbase that’s emerged should find a supportive way to step into this battle and unleash some gay power into this arena in a meaningful way.
Granate Sosnoff is a Bay Area writer who directs Southpaw, a social change communications group supporting advocacy and social justice. @granate