CBAN chooses to campaign on GM with positivity and optimism, building bridges where possible. GM is an issue that sounds scary and technical to a lot of people and its therefore important to us that people feel empowered by accurate information and a positive outlook. An animated video provides us with unique possibilities to create a world of happy characters who are dealing with this serious issue: we can create a world that everyone will want to be a part of, much like our little jolly bee video seen at www.youtube.com/watch?v=L-3_wa_bgOI
The video will be crafted to follow the most politically strategic messaging towards the goal of stopping GM alfalfa. The video will be pro-farmer and emphasize the impact of GM alfalfa on organics while aiming to connect with both conventional and organic farmers. Farmers will be reviewing the video in its various stages to ensure our depiction of the farm and alfalfa is accurate and that the video, though designed for consumers, may also connect with farmers.
We are in the unique position of working with a professional animator who is also an organic farmer, and very much concerned about GM alfalfa. He has the support of his employer Smiley Guy Studio which is an animation studio of high repute.
Our aim is that this video fits well into the existing promotion of organic food such that you may choose not only support the video production with a financial pledge but also to distribute and post the video. The tone and approach of the video should match and add to your existing communications.
Audience: Many consumers have questions about the food they eat; many consumers have heard about organics and some are knowledgeable. Whatever the concern is that brings people to a question about their food, this video aims to validate that concern in a positive way. The video will be designed to reach the broadest audience of concerned consumers and provide information about alfalfa and about genetic modification. The goal is to help consumers make a commitment in the long term to better food choices (organic) as well as political action on GM alfalfa in particular.
Tone: The animated video is a tool that will allow CBAN to communicate about the issue of GM – often seen as scary and technical – in a positive, fun way. We will use humour and fun through the main character of a bee to educate consumers. We want consumers to feel a positive emotional connection to the (very cute) bee, a sympathetic character who is an adorable but powerful underdog. The bee is at once innocent and wise. The bee is part of nature, now confronted with genetic modification and big corporate power. The story is one of discovery and empowerment.
To discuss further or see the project budget please contact Lucy Sharratt, CBAN Coordinator, This e-mail address is being protected from spambots. You need JavaScript enabled to view it 613 241 2267 ext. 25
