Campaign Ads for Voters

The Upper House First Semester Project

What Does It Take to Change a Voter's Mind?

On Monday November 3, the night before the coming election, your team will present a campaign television commercial on a specific California proposition to the registered voters of the Metro community. The purpose of your ad is to persuade your audience on how to vote in the California election on the following day.

Your Task

Each team of four students will create the following products:

  1. a research brief on the issue of your proposal
  2. focus group research, based on interviews you conduct with the target voters of your campaign
  3. a campaign commercial (30 seconds or less) on one of the ballot initiatives in the upcoming election

Your Success

Your success depends on:

  1. the quality of the research on your team’s proposition
  2. your understanding of the art and science of voter persuasion
  3. your skill in video production and editing
  4. your ability to work collaboratively in a fast-paced, deadline-demanding election schedule
  5. the critical thinking and communication skills you develop in forming a sustained political argument

Campaign Ads 2008

The Upper Division students of Metro are proud to present their political ads for the California propositions of November 2008. These videos are the product of months of researching the ballot, interviewing voters, studying the media, thinking critically about the issues, and spending hours in video production.

We are thrilled that ABC-7 News came to Metro to film a story about our project. See the ABC-7 News story.

All of the ads are posted here.

Congratulations to the students of Metro for their wildly successful exhibition night.

Reference Documents

Benchmarks

  1. Ballot Review : due 9/19
  2. Team Platform : due 9/26
  3. Focus Group Research : due 9/29
  4. Commercial Treatment Proposal : due 10/3
  5. Commerical Storyboard and Script : due 10/8
  6. First Draft of Campaign Commercial : due 10/22
  7. Program Notes : due 10/22
  8. Final Draft of Campaign Commercial : due 10/29
  9. White Paper : due 12/12

Example of Student Work from 2008

refresh to see another example

No on Prop 3: Children’s Hospital Bond Act

Produced by Eric DerManouelian, Marti Dulalas, Jose Portillo, Ray Solomon, Jacob Thomas

Clearly parents were not our target voter because of the natural bond and level of emotion they have for children. Instead, we targeted our ad toward young non-parents between the ages of 18 and 25. We chose these voters because they don’t share the same type of attachment to kids as much as a parent would. These voters and children in general are going to be paying taxes for something they might not have to use. Our ad is going to show what it’s going to cost you and what children are going to pay if this prop passes.

See all of the 2008 student campaign ads . . .