Agency Gutsy Media, in partnership with top progressive organizations Way to Win Action Fund, ASO Communications, and We Make the Future Action, debuted a new ad campaign to combat voter cynicism ahead of the November election. The ad, “DOOMSCROLL,” addresses voters’ pervasive sense of discouragement head-on, reminding viewers of our power to come together and take action to protect our freedoms, our families, and our futures.
As voters report feeling demoralized, overwhelmed, and exhausted ahead of the November 2024 election, DOOMSCROLL exposes how the opposition deliberately fuels our feelings of despair and helplessness as part of their strategy to seize and hold onto power. The campaign encourages voters to get offline and channel their energy into community-building and direct action. Backed by extensive research and testing, DOOMSCROLL was found to move several key groups toward taking action around the election, including Latino, Black, Millennial voters. It performed effectively across most racial segments and political views.
Directed by Conor C. Simpson, the ad utilizes multiple genre cues and heightened visuals to immerse viewers in the feeling of paralysis that comes with doomscrolling through an onslaught of bad news. Simpson shared, “We employed a plethora of creative methods like subjective cinematography, enveloping visual effects, and hypnotizing sound design – not to mention stellar performances – to emulate the feeling of powerlessness that doomscrolling foments. We’re all trying to be informed, but with modern technology it can be overwhelming – sometimes a healthy comedic slap like Doomscroll serves as a reminder to put down our phones and actually engage with the world around us.”
“Voters need to be reminded that we have the power to decide the future and the outcomes we want to see in our communities and country,” said Jenifer Fernandez Ancona, Vice President and Co-founder of Way to Win Action Fund – the national community of funders and strategists building a sustainable and equitable multiracial coalition. “This election is far too important for voters to sit on the sidelines and Doomscroll aims to inspire everyone to get in the game this November.”
“Again and again in this country, a small faction has tried to drain us of hope and power so that they can rule for the wealthy few – and again and again, ‘we, the people’ have come together across races and places to defy them and demand better,” said leading progressive messaging consultant and Principal of ASO Communications, Anat Shenker-Osorio. “This year, we can and we will do it again.”
"At Gutsy Media, we bring top tier creative talent to elevate the storytelling for issue-based media. With so much on the line this election, creating and distributing research-backed media that will entertain and inspire audiences to action is paramount for us,” concluded Julie Hermelin, Managing Partner, Gutsy Media.
For more, visit: https://www.amplify-freedom.com/
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About Gutsy Media
Gutsy Media is an entertainment first, research backed, women-owned, creative content studio working to spark audiences to action on important issues that affect us all. Founded in 2020 by entertainment industry veterans Mary Ann Marino and Julie Hermelin, Gutsy Media has amplified prosocial messages with partners such as Viacom, Fair Count, SuperMajority and Black Voters Matter, alongside talent like Samuel L. Jackson, Janelle Monae and Rob Reiner. Winning people over with fresh, engaging, and impactful media narratives, Gutsy Media inspires understanding and empathy across our shared media landscape. https://www.gutsymedia.com/
About Way To Win Action Fund
Way To Win is a progressive strategy hub co-founded by Tory Gavito, Jenifer Fernandez Ancona, and Leah Hunt-Hendrix, in 2017, comprised of donors and community organizers partnering with candidates and local grassroots organizations creating a new approach to politics as we know it. Way To Win supports representation reflective of the values and diversity of the United States. They seek to facilitate lasting progressive change that will transform our government for the better, and bring equanimity to all facets of U.S. government. For more information on Way To Win, visit: waytowin.us
Credits:
Client: Way to Win
Vice President and Co-Founder: Jenifer Fernandez Ancona
Senior Director of Political Advising: Causten Rodriguez-Wollerman
Client: ASO Communications
Principal: Anat Shenker-Osorio
Director of Narrative: Jay Marcellus
Agency: Gutsy Media
Managing Partner / Executive Producer: Julie Hermelin
Executive Producer: Mary Ann Marino
Executive Producer: Lisa Lee
Director / Writer / Editor / Producer: Conor C. Simpson
DP: Gabe Knoos-Newton
Line Producer: Rebecca Maar
Production Designer: Danny Erb
Gaffer: Rene Yescas
Grip: Mathew Barauskas
AC: Jake Coury
Props: Hunter Kist, Christina Skilbred
Wardrobe Stylist: Andie Linze
HMU Artist: Martha Sanchez
AD: Daniel Bennaiem
PA: Nathan Shoop
Sound Design & Mix: Kevin Senzaki
Music: Jason Steingold
Sound Mixer: Travis Brown
Visual Effects: Gerry Kodo Jr.
Colorist: Nicholas Lareau
Motion Graphics: Cassidy Routh
End Card Motion Graphics: Nayeli Lavenderos
Casting: Dan Bell Casting
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