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Lessons from the 6.22 civil referendum

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Organisers behind the city-wide movement 6.22 civil referendum for the direct election of chief executive said more than 700,000 votes were cast in the unofficial poll.The high turnout is attributed to recent events such as a white paper issued by the central government in mid-June and the recent cyber attacks on vocal media outlet Apple Daily.But behind this growing social movement is a well planned and aggressive marketing exercise."The movement has been has been nurtured for more than a year, a strategy like this does not create overnight success," Tanya Chan (陳淑莊), a volunteer at OCLP and founding member of the Civic Party, said."One single mistake made by the government can mobilise the public."But on top of these triggers, the response has a lot to do with a big digital presence across web and mobile, supported by traditional advertising including print (on Apply Daily and The New York Times) and OOH.[gallery link="file" ids="55045,55043,55046"]"New media plays a big role in our marketing pushes. The viral power of social media like Facebook helps mass deliver our messages, additional to online banners," said Chan.On PopVote for OCLP Facebook page, supporting its 15k fan base is some in-depth content, she emphasised."We constantly produce in-depth analytics and educational-driven articles provided by the movement's initiators including Chu Yiu-ming, Benny Tai Yiu-ting, and Chan Kin-man."The voices and opinions form our three reputable scholars have deepen the content of the movement, making it more convincing and reasonable."Endorsing renowned opinion leaders with positive public image such as journalist and activist Ching Cheong as well as the outspoken Value Partners Asia managing partner Jenny Ng Pui-ying, is another way to strengthen professional image.The content has extended to offline as a monthly newspaper "The Occupier" delivered free-of-charge on streets."It's a sense of democracy crisis which triggers people vote," she said.As the city-wide movement is aiming at the mass, one big concern to the organisation was to get supports from mainstream local newspapers. It's online fame and intelligent content has paved a path to get their attention.The biggest supporter is House News, an online news platform with a strong pro-democracy stance, which organisation said they are working closely with.Another helping hand for OCLP is Apply Daily, which has given extensive coverage to the movement.The organisers have also stepped up an offline marketing plan - targeting many areas across the city.At each of a serving point are some informative leaflets with iPads to allow users to cast vote immediately. Each leaflet is embedded with QR codes which link to the voting site.[gallery link="file" ids="55050,55049,55048"]Chan admitted this is a tough task but said the solution is to reach the public at as many touch points as possible, rendering them political sentiment.Indeed, such overwhelming and stirring content might have spurred greater political sentiment in the city so as to bring awareness to the movement.However, does they have any concern over such radical and disobedient tendencies may bring negative impact on social atmosphere given a recent case from a high schools in Sha Tin where students have considered to organise a "Occupy Playground" activity just to against exhausting timetables?"Peace cannot be made. Being silence to injustice issues does not bring peace and order,' she answered.As of 8am this morning, 709,237 have voted. Online votes amount to 211,152, app 449,944, and stations 48141.

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