Taking a stab here, but for most of you who followed the last U.S. Presidential election, this may be old news. For those of us living in the dark (like myself), the most recent election brought a fresh and noteworthy piece. It was a movement of sorts, a call-to-action called "The Great Schlep". For a snapshot, click the link to the video below (CAUTION: language may not be suitable for the faint of heart, or nearby children).
http://www.thegreatschlep.com/
Still with me?
So what was your take? Was it crass? Racist? Offensive?
Ask me, and cleverly insightful would be my reply. These folks knew their goal, knew their target segments, and how to strike a chord with the audience. Any group can get in front of a mic and jibber away for support of a candidate. The members of the JCER (Jewish Council for Education & Research) however, used some Chutzpah to ramp up their cause. A tongue-in-cheek use of Jewish stereotyping, delivered expertly by comedian Sarah Silverman, their word cut through and had enough shock-value to generate some buzz and definitive action from the game-changing 18-35 Jewish demographic.
In terms of influencing a target segment and elicit an action, The Great Schlep is a wonderful example. Rather than bells and whistles that usually come with campaign support, great returns were yielded by a good Schlepping.
JP
