The Direct Appeal
A classic example of a direct approach – looking right at the policymaker, eye to eye, telling it like it is.
The Landfill Vote
The Sonoma County Board of Supervisors was set to vote on whether to sell their waste system to an Arizona-based corporation that would scrap most of the county’s recycling programs, in order to avoid an $10 million cost of fixing a leak. While 99% of the calls supervisors received were against the sale for environmental reasons, the swing-vote policymaker was concerned about the economics.
I worked with non-profit Conservation Action over the course of three days to research, write, shoot, edit and deliver a three-minute direct appeal, focusing on the economic impact of the move. We made sure the swing vote saw it, then sent it out to all concerned citizens in the area, many of whom sent it to him as well. We won.
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