Future:Media:Change

Moms Against Climate Change, a Canadian based climate campaign action by Environmental Defence and Forestethics have not only made an inspiring video of kids, taking it to the man and demanding climate justice, they have unintentionally created a mini-masterclass in effective campaign communications.

Depending on your standpoint,  you might find this video (protesting children and police chasing them menacingly away) just as shocking as the falling Polar Bear video I blogged about previously, but there are reasons why I think that the Moms Against Climate Change campaign will be more successful in achieving its goals, than Plane Stupid’s, falling bears.

It is obvious that Environmental Defence and Forestethics did their homework. The campaign asks moms to upload pictures of their children to “Remind Stephen Harper who he’s representing at the UN Climate Change Summit in December.” They have created a clear and well thought out strategy to mobilise a segment of Canadians who have high influence over Prime Minister Stephen Harper. Moms who vote.

So here are the take-aways from  the mini-masterclass that is the  Moms Against Climate campaign.

• Clearly define the campaign target –> Canadian Prime Minister, Stephen Harper.
• Target an audience that will influence them –>Parents and therefore voters.
• Identify what their audience will emotionally and intellectually connect with –> Protecting their kids and their future.
• Provide a easy and engaging way to take action that is relevant to them  –> Add a photo of your child as a petition.
• Support your new community to engage and interact with each other  in the right online space –> Facebook Fan page.

And if you are think I am joking about the political importance of  Moms, take a look at the coverage generated by  Mumsnet, a UK online parenting community. Mumsnet has recently had live chats with  all three leaders of the main UK politcal parties and the site’s members.