How can Dems' instincts be so wrong, so often? It's been clear for some time now that the Obamacare website stumble out of the gate was not going to doom enrollment overall. For quite a while it looked like the original CBO sign up estimate was well out of reach, but once we got through January it was clear that sign ups were clearly going to be a success. Only question was how much of a success. In my opinion, Dems never should have been running away from Obamacare, but, hey, given the horrible website launch, I guess a little apprehension on their part could be chalked up to human nature. But now that the the jury is in on the success of enrollment, it's time to RUN, not walk, towards Obamacare. Now! Own it! Celebrate it! Improve it!
And I've even got the idea all worked out for your TV spots that you'll all run ad nauseam in the weeks/months leading up to November elections. Join me below for the fold for the big reveal.
Collectively (DSCC, DNC, etc.) fund a small/medium ad campaign (mostly/all digital) which praises the success of Obamacare enrollment, but most importantly invites people to visit an established website (www.obamacaresuccess.com?) and post a video up to 30 seconds of them telling their Obamacare success story. I'm talking just straight ahead, camera on face, telling their Obamacare success story. Posters must provide only a name, email address, and zip code in order to post a video. Inevitably there will be a ton of these stories that are quite emotional. The single mom who has never been able to provide quality/affordable healthcare for her children. The man who couldn't afford health insurance but was just short of qualifying for Medicaid. The woman who had wanted to quit her dead end job for years in order to start her own dream business, but couldn't because she was essentially chained to her job for the employer-provided health insurance for her and her family. And on and on. And there will be tears of joy. And there will be shouts of joy. And there will be big "Thank Yous!" And did I mention the tears of joy.
These videos can stand on their own at this website. All videos are screened before they go "live" on the site to ensure appropriateness of content. Because the site is specifically for Obamacare SUCCESS stories, those telling of success are all that go live.
I think there would be an avalanche of these videos pour in. Select a large handful of particularly compelling/emotional stories, and use them to edit together multiple :30 TV spots with each featuring 3-5 of these real life success stories, told in their own voice. Of course selected stories will have to first be followed up (remember, posters have to provide an email address in order to post a video) to receive signed approval from the story teller for use in advertising. But that's easy. Spots can (but not necessary) be introduced and/or closed with any given Dem candidate saying something to the effect of how he/she/Democrats fought to make Obamacare happen, and Repugs are fighting to take it all away. Or whatever message is most appropriate and impactful. And may vary by candidate or location spot is running. When the spot is introduced by a specific candidate for his/her campaign, the videos selected for the montage could feature only people from that candidate's state/district (remember, posters have to provide a zip code in order to post a video).
I could envision rotating 5, 6, 7+ of these :30 spots within an overall buy/campaign. All with the same/similar look and feel and core message (i.e. Dems fought FOR this, Repugs fought and continue to fight AGAINST this) so you don't fragment the overall message, but by rotating a bunch of different spots you're getting exposure to as many of these emotional, diverse success stories as possible.
So there's my idea. I think this spots would be impactful and authentic and quite inexpensive to produce.