Una campaña grassroots con caballeros Jedis enfrentados a Volkswagen

Entrevista a Michael Dolley en Actualidad Económica
27 junio, 2011
MAS Consulting, en el Registro de Transparencia de la UE
6 julio, 2011
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Una campaña grassroots con caballeros Jedis enfrentados a Volkswagen

Ya hemos hablado en este blog de las llamadas grassroots campaigns, basadas en un gran número de pequeñas aportaciones o acciones con el objetivo de alcanzar un determinado fin. El término se popularizó con la campaña de Obama de 2008, que consiguió recaudar cerca de 750 millones de dólares con pequeñas donaciones, pero este tipo de movimientos ya eran habituales en las democracias occidentales, incluso en España, a través de la Iniciativa Legislativa Popular.

En el ámbito de los asuntos públicos, las campañas grassroots persiguen un determinado efecto sobre la opinión pública, persuadir a los representantes políticos para que legislen en una determinada dirección o ambos. Se trata, en definitiva, de lobbying indirecto, muchas veces empleado para reforzar el contacto directo con los poderes públicos.

Para entender cómo puede aplicarse el grassroots en los asuntos públicos basta con echarle un vistazo a la última campaña de Greenpeace, que pretende presionar a Volkswagen a través de la opinión pública con una recogida de firmas para que la compañía apueste por una mayor eficiencia y la reducción de emisiones de CO2.

La campaña tiene todos los ingredientes para ser un éxito:

  • En primer lugar, está promovida por Greenpeace, organización experta en este tipo de acciones.
  • Además, parte de un exitoso spot estrenado por Volkswagen durante la pasada Superbowl en el que un niño disfrazado de Darth Vader era el protagonista. A partir de este spot, se contextualiza la campaña a través del universo de la saga Star Wars, de tal forma que los usuarios se convierten en Jedis de la Alianza Rebelde.
  • El toque de humor ayuda a viralizar el contenido a través de Internet y consigue impactos en los medios de comunicación.
  • Finalmente, Greenpeace adjunta un informe que aporta el toque necesario de “rigurosidad”  dentro de una sección llamada “Los planes secretos de Volkswagen”.

Sencillez, humor, viralidad, y un poco de rigurosidad, los ingredientes perfectos para que Greenpeace haga contra-lobbying a Volkswagen.

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