Frank Schubert is the President of Schubert Flint Public Affairs: the firm which ran the Yes on 8 campaign in California in 2008. Frank has claimed that his firm won in California "because we created superior advertising that defined the issues on our terms." Now Frank is in Maine leading the Yes on Prop 1 campagin and once again using the same formula of fear based attacks to deny equality in marriage.
We believe that our media strategy while being simple, is just the right formula to beat back the fear that Frank and his team would use to deny equality for Maine, as they did in California: refuse to debate the rhetoric of fear, instead choosing to frame the issue of equality in truth.
HCD Research conducted a study of this TruthandHope.Org commercial, using its Mediacurves website which revealed that Republican and Independent voters may be moved by advertising to support marriage equality.
Four days ago Markos revealed the results of his poll which essentially showed Frank Schubert with a small lead at best or a statistical dead heat. We believe this ad can help uphold equality in Maine:
When you watch our commercial, observe that the raw emotion and irresistible connection a viewer experiences when they witness genuine stories featuring subjects who they learn are more like themselves than different is vital to this effort. When Frank shares that "it may not be the family we had imagined, but it is the family we have and love. We wouldn't change it for anything.", this is no longer a story within the context of the same-sex marriage debate, but it's a story that is relatable to most of us, even if the details may be different, for who really has the "family they imagined?"
Does this messaging really work?
Yes! The focus group study of this ad by HCD Research reported the ad was considered effective by 83% of Democrats, 77% of Independents and 58% of Republicans. "Happiness" and "Inspiration" for both Democratic and Independent voters, were the most often reported reactions to the ad studied by HCD. Republicans reported feeling "Disturbed" (24%) with "Happiness" (20%) being a close second. Complete study details here.
Certainly one ad viewed one time is unlikely to change hearts and minds on such an emotional subject, but as we share this and other stories over the coming weeks time and again that is just what we will do. This debate is only won on an emotional level, and the initial study indicators were not only that the ad was deemed effective, but elicited emotional rather than intellectual responses, which means we are on target.
We need your help right now:
There are two ways to support this work directly - Contribute here to support airing this commercial in Maine
And also - Contribute here to support production of more educational spots like this for California.
We feel it is important that you have a say in where your generous contributions are spent, which is why we offer the two links.
Please, share this message with friends - ask them to watch the ad, contribute and join our mailing list. This work can only have the desired effect when viewed, so we need your help to spread the word!
Thank you for all that you do,
Eugene Hedlund
Founder/Chair
TruthandHope.Org