action/example :: Move On

by Christina Glavas

Without a doubt, the most publicized story to come out of this year’s Super Bowl was Janet Jackson’s infamous wardrobe malfunction. Yet, beneath the hoopla surrounding indecency on publicly owned airwaves, there was an even greater story – that of CBS-rejected advocacy advertising from MoveOn.org.

MoveOn (www.moveon.org) has become as one of the largest voices in progressive politics. Harnessing the power of the Internet, MoveOn taps into a nationwide network of more than 1,700,000 online activists to create electronic advocacy groups, most recently including those related to campaign finance reform, environmental and energy issues, media consolidation, and the Iraq war. Utilizing custom-made software, “ActionForum,” members of a group are able to partake in a strategic dialogue around issues. Issues that rise in popularity amongst members become campaign platforms upon which the organization creates action.

With the 2004 Election drawing near, and MoveOn members brewing, the organization sponsored the “Bush in 30 Seconds” contest back in Fall 2003. Drawing entries from around the world, “Bush in 30 Seconds” was an attempt to bring the political process to ordinary Americans by giving them the power to create a political ad that would be aired nationally and during the Super Bowl.

MoveOn organizers gave the following laundry list as inspiration for those entering the contest and reasons why they were sponsoring the campaign against the President:
-It appears that the Bush Administration has consistently misled the American public about Iraq.
-The Bush Administration’s regressive environmental policies have lowered cleanliness standards for our air and water.
-Bush is underfunding education, cutting $200 million from his own No Child Left Behind Act.
-The Bush Administration’s Patriot Act threatens our constitutional rights and civil liberties.
-Bush’s Tax Cuts only benefit the rich.
-3.3 million jobs have been lost since Bush took office.
-Bush is underfunding homeland security by neglecting police and firemen domestically while focusing resources on the war abroad.

Content guidelines merely related to what organizers were NOT looking for – typical “slick political ads from Washington media consultants.” Instead, MoveOn was looking for that special 30-second something that “engaged and enlightened viewers to help them understand the truth about George W. Bush.” Content aside, MoveOn’s other rule to be reckoned with was that of “No Express Advocacy.” Since the MoveOn.org Voter Fund is a 527 political organization, it is forbidden to “expressly advocate for the election or removal of specific candidates for federal elections.” In other words, the ad could not say “Get GWB out of office.”

Rules and guidelines set, MoveOn ended up posting more than 1,000 ads on their website and welcomed over 110,000 viewers to their site during the month of December. With over 2.9 million viewer ad ratings submitted, a panel of celebrities ranging from Moby to Michael Moore helped choose the winners of the competition.

The overall winner, Charlie Fisher’s Child’s Pay, highlighted Bush’s growing $1 trillion deficit by featuring young children working in labor-intensive, low-wage jobs ranging from the assembly line to tire reparation. Child’s Pay received national placement the week of January 17-21 coinciding with the State of the Union address, and was to be placed in the roster of high-priced ads at the Super Bowl, after donations from the public and philanthropists like George Soros contributed to the 1.5 million dollar cost of running the 30-second masterpiece in a slot that evening. But that’s not what happened.

Once the money was raised, and the ad submitted to CBS for placement, the media company rejected the ad based on their policy against advocacy advertising. NB: CBS accepted an ad in Superbowls past from the Office of National Drug Control Policy (ONDCP) relating drug use to support for international terrorism. In the eyes of CBS, drug reform and terrorism are not policy issues.

Rejected from the Super Bowl roster, and given widespread media attention around censorship and the election, Child’s Pay has now been viewed by countless Americans who are interested in what happened. At practically no cost to MoveOn, Child’s Pay and the “Bush in 30 Seconds” competition has received more publicity than expected yet realistically has not reached the 140 million viewers a spot on the Super Bowl could have provided. Winners were also chosen in three other categories: Best Animation – “What I Been Up To,” Funniest – “If Parents Acted Like Bush,” and Best Youth Market ad – “Bring It On.” These winners, and other finalists can be viewed at www.bushin30seconds.org.

Keep your eyes and ears open, do some research and log on to MoveOn.org to find the top stories changing our country everyday.

2004 1-42 Online