MoveOn.org: Real People campaign

Jonathan Kolstad



OVERVIEW

Founded in 1998 by a pair of California-based software entrepreneurs as a way to mobilize like-minded liberal activists for political causes, MoveOn.org became a driving force in funding, organizing, and promoting Democratic platforms and candidates during the 2004 U.S. presidential election, and it was the most successful independent political-action group to do so exclusively through the Internet. In the summer of 2004 MoveOn hired the Academy Award-winning documentary filmmaker Errol Morris to produce a series of television and print ads of his own devising. Morris proposed to film "real people" speaking directly to the viewer about why they were planning to vote for Senator John Kerry and not President George W. Bush. The hope was that this direct, one-to-one approach would help to convince the influential demographic of undecided voters to follow suit.