Jesse Dylan and Hope|Act|Change

Jesse Dylan, the director behind Will.I.Am‘s Yes We Can song video and Rob Holzer, CEO of Syrup NYC, want to bring their vision for political change through the Hope|Act|Change web site ( Karim Lakhani, Harvard Business School professor, is moderating the discussion.

They are looking for advice on how the Hope|Act|Change movement can go beyond Barack’s speech and the resulting video, and into an effective web presence. He calls it a nonofficial “call to action” to get people connecting to each other and out to vote. He also notes how the song has become a “folk song” and a meme beyond the campaign itself. They want this to move beyond a campaign message and into action, by which he means primarily voting, but perhaps also a kiva-like contribution system or calendar based to-do actions for people to focus on particular issues at a time, or possibly, as Karim suggests, swarming in creating meetings. They have an interesting problem: boiling the message down to what a real person would connect to.

They started with the idea of a mosaic for the website – each tile is an image that has been uploaded by users or tagged with “hopeactchange” on Flickr. They remade the video from frames they have “mosaicked” so you can mouse over the video and see the user images pop up. Each uploading user has a page on the site detailing what they have uploaded and what their favorite images are.

Rob wants to improve the site by creating more peer-to-peer interactive tools so that people can pledge action or discuss issues and bring more people in. The hope is to move this beyond the election to a promulgator of discussion, even beyond Obama, but right now they are pretty focused on the upcoming general election. Rob notes that the site is a platform for some bigger ideas to develop responses and perhaps policy. Will Ferrell and Adam MacKay are involved in improving how funny the site is, and Jesse says animators are getting involved. He wants to see both more context and more discussion.

They are both very much in favor of a suggestion of a simple webform with your hope and your pledge and then use a Digg-like forum to rise the big ones to the top. Colin Maclay analogizes this to Tom Steinberg’s and a questioner notes you could use a visualization of pledges to show how big the movement is. Jesse and Rob are also interested in freely releasing as much media as possible so people can create mashups and build on their work artistically. They also want to release the API so that people can also build on the code.
They also note that a high quality site will encourage people to submit higher quality video and images, but also it helps candidates because voters will compare the different sites that supporters have created for their favorite candidates.

An HBS student, Dave, questions the wisdom of being so explicit about the voting goal, that it might make it uncool or too preachy. He also questions the durability of the hopeactchange mantra for the post election. Jesse thinks the site won’t talk about voting until the election is close and then it will emphasize a big push to vote. Dave suggests moving it beyond voting to just how these political messages can have emotional impact, since that is the original impetus of the site and a push to vote could undermine the emotional impact of the video, and the site itself. An audience member suggests changing the mantra from Yes We Can to Yes We Will. Another person suggests that if the message rises organically from the community it will be most effective.

This is new ground for this election and new ways of gathering and spreading electoral information – what is interesting is not just that candidates are aware of this but supporters are making this a battleground for voters as well. Gene Koo notes this seems to be consonant with Barack’s message of bottom up change and policy setting by community action.

Crossposted on I&D Blog

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