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Obama’s advocacy mojo

It remains to be seen if it will last.  But, with one democratic victory under his belt in Iowa already and another upset potentially in the making in the New Hampshire primary, Barak Obama’s “it moment” in American politics is already one incredible ride.  Conventional political wisdom about advertising spend and primary voter behavior is a poor guide to understand why, especially when it comes to the young people and independents who are turning out in droves. 

No, you’ve got to throw away the old playbook (and I don’t think Mark Mellman and Michael Bloomfield quite got it right in their recent New York Times Op-Ed talking about word-of-mouth either).  This is about something new: the advocacy mojo of a very different brand of candidate.  Authentic, multi-cultural, positive, engaging, and utlimately electric, Obama not only delivers the right message about change to today’s newest voting generation.   He literally embodies it.  “It’s not something he’s doing… it’s something he’s being,” is how one commentator put it.  And, if you’ve been following our blog or research at Weber Shandwick, you know that’s when advocacy is at its strongest.  This transcends any ad spot and explains the why behind the word-of-mouth that’s at work in the Obama campaign and how it can be sustainable.

Small wonder then,  as reported by the New York Times today, that fifty-seven percent of voters ages 17 to 24 said Mr. Obama was their first choice in Iowa, compared with just 14 percent for John Edwards and 10 percent for Senator Hillary Rodham Clinton.   Even Howard Dean’s celebrated net roots campaign only turned out 23 percent of the youth vote during the last presidential primary in the state.

Advocacy is the most powerful and trusted form of communication today, particularly for a new generation of young people who are cynical not only about traditional politics but traditional methods like advertising that try to persuade them.  When it’s core to your brand, like it is for Senator Obama, look out.  No traditional campaign or candidate may be able to touch it.  The race has already been historic.  That it will continue to be exciting and interesting is an understatement.  Stay tuned.