I was compelled to write something to document the historic victory of Barack Obama becoming the first African American president of the United States. The main taglines of his campaign were the “Audacity of hope” and the “Change we can believe in”.
Whatever happens from this day forth; whether he succeeds in restoring the stability of the economy, whether he withdraws from Iraq, or whether he meets the expectations of what we (as a people) expect from a African American president; one thing I am sure of is that the change that he speaks of has already happened- We now have the audacity of hope and not a moment too soon.
Barak Obama’s victory shows the African Diaspora that we as a people can apply the system, rise to the top of the system and then lead the movement to change the system- the very same system that oppressed us, as a people, for hundreds of years. There are many black people who have broken down barriers and changed the game in the world of entertainment, music, sport and business. But to have a man of African and American descent at the top of the US Government- biggest, whitest, richest, and most powerful institution in the world has taken things to another level and raised the bar for non- indigenous people around the world.
As a marketing professional I took a specific interest in his campaign strategy and found it to be quite fascinating. Because he cut his teeth in the streets of Chicago, rather than in the board room or the courtroom, he was able to spot a gap in the market- he could relate to ordinary people. While Clinton and McCain sited experience as their calling card, Obama’s strength was his lack of experience- he knew that the “experience” of the last two Presidents had left the country demanding change, with no one to fulfil the supply. And in US government nothing says change like an unknown man, with an unknown name, with no daddy or spouse’s coat tails to ride on, and no political legacy to tie him to. He had a critical mass of supporters on the ground that were happy to put their money where their mouth was and so in June he announced that he would fund his campaign purely from donations rather than government money- the first presidential candidate to do this since the system began in 1976. At this point he already had the fundamental components for success; a great product (Change), the vision to supply the demand, and enough consumers in the form of voters (and their cash) to make it happen. All he needed now was enough composure not to rise to negative criticism, and enough integrity not to lower himself to launching negative criticism. Oh…And a Chuck Norris Roundhouse kick-ass campaign strategy that will go down in history as the most expensive, unprecedented and far reaching victory of our times.
His campaign broke records by raising over $600 million* and gaining voters from hard to reach groups like the young, new registrations and ex-offenders, as well as white middle Americans and staunch Republicans. He had most of the mainstream media on his side and entered into partnership with new media giants like the youtube.com who hosted videos on the official campaign website. He made politics cool again with Hollywood endorsements and inspired modern day artists such as Will.i.am’s spot-the-celeb song “Yes We Can”; to fashion designers like Jean Charles de Castelbajac’s, “I Have A Dream” dress which features Barack Obama’s face in sequins.
But under all the show; was the business- a marketing blueprint:
- Logo- a sun rising over fields in the colors of the American flag
- Key messages: Hope, Change
Mainstream media:
- Multi-million** dollar on Campaign adverts national networks,
- Prime-time TV appearances on- Jay Leno, Saturday Night Live, The View etc,
- Mostly positive News coverage.
New Media:
- • Interactive website including picture/ music/ video downloads, blogs
- • Online donation
- • Online store
- • Text message alerts
- • Email Alerts
But it isn’t just his campaign that follows a blueprint, Barack Obama whole story follows the blueprint of the great American dream; that rags to riches, triumph over adversity, anyone can make it, can-do attitude. A young black man, a product of a single parent family, raised by his grandparents is a common scenario in our community that all too often results in a lack of opportunity and bad choices. But Barack is the perfect storm. He was afforded certain opportunities and he made choices that lay the foundations to the White house. He studied Law at Harvard, and when he graduated he used his skills to serve his community rather than join a top Law firm and start cashing in. He set his sights high, on a smart and striking African American woman and made it his goal to win her heart; thus giving us the Obama family.
The calm, serious, humble and professional family man we see in Obama; smashes every stereotype the world associates with “Black” men. The African American family hasn’t been seen as a happy healthy functioning unit since the Huxtable’s and that was perceived by many to be a fallacy that ended after 30 minutes. So now we have an African American family with two educated and loving parents, working in top jobs while the kids go to private school, ballet recital and cringe about their dad embarrassing them when he meets their friends, and this time it’s not scripted.
This is not a new phenomenon, there are families like this all over the world but now it’s our time to shine and get our swagger on; instead of being marginalized by more prevalent stories such as the broken, over-sexualised, angry, irresponsible, characteristics that people of colour are usually limited to in the media. To the students, working parents, children raised by grandparents/ aunts/ sisters etc, friends and colleagues of African descent around the world; “Out of many …we are one people” and we can play our part by contiuing to work toward positive goals in our communities and reppin’ our beginnings and our present; instead of our endz.
As a marketing professional I’ve learnt lessons from his campaign, as a young person I have been moved by politics for the first time and as a Black woman I have learnt that “Yes We Can” rise through various institutions i.e. marriage, university, corporations, governments and democracy and stay true to who we are while serving the common-unity.
References:
*WALL ST JOURNAL: http://online.wsj.com/article/SB122688150623931979.html (over $600 million)
**bbc news: http://news.bbc.co.uk/1/low/world/americas/us_elections_2008/7694856.stm
***Guardian: http://www.guardian.co.uk/world/2008/oct/23/barack-obama-john-mccain-fundraising over $600 million
