- A two-prong approach, one designed to reduce fear in suburban communities related
to individuals voting their conscience, the other to rally the more savvy anti-Chavez
- In a closely contested election, many Venezuelans who would otherwise have liked to vote to oust Chavez were concerned the government would know their vote, and that their jobs and social welfare benefits would be put in jeopardy if they didn’t vote for the president.
Complicating matters was the introduction of a new electronic voting system in which all voters had a fingerprint scan immediately prior to entering the voting booth. Many Venezuelans feared the scan would be used to identify them and their vote.
To combat this fear, we introduced a campaign that presented the fingerprint as an icon of change. We transformed the thumbprint into a sign of patriotism, courage, and self-determination. We took a mark that caused people anxiety, and elevated it to a mark of pride, free-thinking, and individual choice.
- Part of what’s kept Chavez in power so long is his ability to tell a good story. He’s a master orator and his confidence and conviction are certainly impressive. Problem is, his stories have grown increasingly disconnected with the realities of every day life for Venezuelans.
Rolling blackouts, a sky rocketing murder rate, food shortages, and the exporting of oil to make friends and influence people internationally while regular citizens in Venezuela don’t have access to basic goods and services—these things can’t simply be explained away with rationalizations, clever quips, and a way with words.
So to point out how disconnected Hugo’s priorities are from the issues facing his people, this campaign took his penchant for telling tall tales and amplified it. We showed how the world Hugo sees and the world that exists were entirely different places. And asked the people of Venezuela to bring Hugo back to reality on election day.