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Creating good. 

It’s what our clients do. And it’s what the world needs now.

In the midst of such a challenging and disruptive year, we’ve found hope and optimism in all the ways that people are working for positive change.

We’ve seen an outpouring of support and appreciation for frontline workers, an incredible movement for racial justice, and the ability of governments to help people fast – when they choose to act.

To mark the end of 2020, we’re taking a look back at some of the most eye-catching and inspiring ads from progressive movements, governments, and NGOs that are creating good around the world. 

#DefendBlackLives – Black Visions Collective

If you haven’t seen this incredible ad, check it out below. Seriously, it’s amazing. There’s no voiceover or music, just the sound of someone trying to breathe. It speaks to the struggle for racial justice with an emotional power that few scripts could match.

The Next Normal – UNESCO

We’ve been impressed by fantastic creative content from the United Nations throughout this pandemic. With beautiful visual treatment, this ad from UNESCO is a good example of how to use text-on-screen validators to deliver a great message: “Now is our chance to build a better normal. It all starts with education, science, culture, information.”

COVID ad – Federal Government of Germany

Decades from now, imagine yourself as one of the heroes who helped stop the COVID pandemic. That’s what the German government asked viewers to do with ads that make us giggle every time we see them. Extra marks to the ad makers for finding a way to use humour during such a dark time. Be sure to check out both parts below.

OMG! There is a part 2!! HT @antoni_UK 😊pic.twitter.com/FzH74DSdFU

— Rachel Clarke (@doctor_oxford) November 15, 2020

Everyone Counts – U.S. Census Bureau

In a year dominated by election ads south of the border, we love this 30 second spot from the U.S. Census Bureau that makes great use of split-screen visuals. It tells viewers how to complete the census – and why it matters to everyone.

The Lockdown – Women’s Aid UK

Warning: This ad is about domestic violence during lockdown. To talk about such an important issue, Women’s Aid created an ad that uses visuals of empty streets to show viewers the devastating reality of lockdown: Domestic abusers are at home. And that means home is anything but safe for thousands of women and children.

Nobody is Normal – Childline UK

The UK charity, Childline, works to prevent bullying and support kids going through tough times. This ad uses a unique animation style to help kids understand that, no matter how you feel inside, you’re not alone. And because everybody’s different, nobody is normal. 

We can’t wait to see the creativity that the new year brings from ad agencies and progressive organizations around the world. 

And we can’t wait to help our clients across Canada create good in 2021 and beyond.

From everyone at The NOW Group, happy holidays and happy new year.

As the US election finally draws to a close, we’re taking a look back at some of the best ads of the campaign.

From the start of the primaries to the final sprint to the finish line, we’ve seen incredibly powerful ads – and some downright awful ones – from campaigns and political action committees.

What makes a great ad? 

It defines what the election’s about. And whether it’s designed to energize the base or persuade the undecided, it should always tell voters what’s at stake – and motivate them to vote.

It grabs our attention with a creative concept that stands out. And connects on an emotional level. 

In short, a great ad delivers the right message to the right audience.

This election cycle, we saw new ads dropping every day. It’s estimated that the presidential campaigns alone will have spent $1.8 billion on media. In fact, demand is so high in swing states that YouTube is reportedly struggling to place political ads in front of enough viewers.

Here’s just seven memorable spots that top our list of great presidential campaign ads from 2020.

“Empty Chairs” (Biden Campaign)

Biden is defining this election by what people have lost in this pandemic as a result of Trump’s failed leadership. This ad from the Biden campaign offers a sobering view of what the COVID statistics really mean in people’s lives: it’s about the loved ones that so many families have lost.

“We’re Listening” (Biden Campaign)

This ad offers a message of racial justice that’s focused on the choice of leadership. The visuals are striking throughout the ad, and substantive policy changes are highlighted throughout. Biden closes the ad by posing the question, “Who do we want to be?”

“Donna” (Biden Campaign)

The power of personal stories can’t be underestimated. This ad features a grandmother who can’t see her grandchildren because of Trump’s failure to control the pandemic. It’s a story of love and separation that reflects what lockdown has meant for so many families and seniors. It also offers a contrast with Trump without attacking him, offering the potential to persuade former Trump voters to rethink their choice.

“Girl in the Mirror” (The Lincoln Project)

What can we say about the Lincoln Project? While there’s some debate over whether their ads are moving audiences – or just appealing to decided voters – there’s no argument that their ads pack a punch. The freedom of being independent from a political campaign has given them the power to produce sharp, devastating, and brilliantly creative ads every day – for months on end! It’s impossible to choose just one favourite, but Girl in the Mirror stands out. It’s hard to listen to Trump’s horrific comments about women, but this ad pivots to invite viewers to imagine a better future – and vote to make it happen. 

“Dear Young People, Don’t Vote 2.0” (PACRONYM)

What could be better than an ad that gets a laugh within the first few seconds? If you haven’t seen the original Dear Young People, Don’t Vote ad from the 2018 midterms, we recommend you go watch it on YouTube. Right now! And, seriously, young people? Go vote!  

“Tell You” (Biden Campaign)

This brand new ad for the final week of the campaign has a brilliant creative concept. It connects with busy parents by featuring a mom trying to juggle all the competing demands for her attention. It’s a great example of meeting people where they are. 

“Go From There” (Biden Campaign)

The Biden campaign has produced a lot of ads about Joe’s vision and plan for healing America. This one is simple, beautiful, and offers a hopeful and realistic promise to a divided nation: the promise of a fresh start. “There’s so much we can do if we choose to take on problems, and not each other. And choose a president who brings out our best.” Well put.

Now we know what a Trump versus Biden debate looks like. And with Trump at his ugly and petulant worst, it’s even more painfully hard to watch than anticipated.

If you felt a tight knot of worry and fear deep down in the pit of your stomach, you weren’t alone.

It’s incredibly disturbing to see a proudly racist US president bullying his way through a debate to suppress voting, spew conspiracies, and tell white supremacists to “stand back and stand by.” Trump’s clearly trying to carve a path of destruction in a desperate attempt to scrape his way into a second term in office. 

This was a debate without a winner. Americans have lost so much over the past four years of Trump’s presidency – from a sense of decency in the White House, to all the families who’ve lost loved ones during the pandemic.

Against such an incumbent and in a frightfully competitive race, how did Joe Biden do? And what does he need to do better next time to increase the likelihood that Trump gets trounced?

Biden’s game plan

Every debater has a checklist they need to accomplish on stage. And Biden needed to do at least three things.

1. Remain standing and exceed expectations: Going into the debate, Biden needed to surprise viewers in a good way with a solid performance. He needed to hold Trump accountable for his lies and failures. And find an effective way of dealing with whatever attacks and lies Trump threw his way.

• Remind viewers of what a president can be: Biden needed to be the adult in the room, showing that he’s a decent, steady-handed, presidential kind of guy. And make viewers long for a president they might not agree with – but can actually respect.

• Relate every issue to people’s lives: Biden needed to show that the difference between him and Trump is simple. Biden cares about people, understands the injustices and struggles that folks face every day, and Trump couldn’t care less about anyone other than himself.

Biden’s most effective moments

There’s a lot of room for Biden to improve. But he was at his best when he drew on his natural empathy and showed the impact of Trump’s choices on people’s lives.

At key moments, Biden turned straight to the camera and spoke to viewers at home. In a deeply moving moment he asked how many people had an empty chair at the breakfast table because they’ve lost a member of their family to COVID.

How many of you got up this morning and had an empty chair at the kitchen table because someone died of COVID? How many of you are in a situation where you lost your mom or dad and you couldn’t even speak to them, you had a nurse holding a phone up so you could in fact say goodbye?

On the economy, Biden tried to connect with voters by pointing out that billionaires are doing great during the crisis – in fact, they’re socking away billions in profits – but ordinary families are struggling more than ever. Biden hit the mark whenever he pressed the point that Trump has no plan to help you.

Biden also skillfully turned questions of process into real life issues that matter. He turned a question about the Supreme Court nomination fight into a matter of whether millions of people will have health coverage – or lose it.

And Biden delivered a strong call to Americans to cast their ballots. “Show up and vote,” he said. “You will determine the outcome of this election. Vote, vote, vote… [Trump] cannot stop you from being able to determine the outcome of this election.”

How can Biden improve?

Biden and Trump are scheduled to face off another two times before election day. And here’s how Biden can improve on his first performance:

Show that Trump is serving himself – and hurting everyone else. Biden needs to drive the message that he’s the undisputed champion for workers and their families. He needs to take every opportunity to connect and pivot every attack from Trump into talking about how Trump is hurting people.

One area he can do this is in sharpening his attack on Trump by reminding people that Trump’s economy isn’t working for them. They deserve a president who cares less about the stock market and more about workers’ wages and health care.

Remind people how dangerous Trump is proving himself to be. Trump is determined to cause more pain, not less. He sees a path for himself through other people’s suffering. And after giving his orders to the Proud Boys on primetime television, Trump has once again shown every American that he condones and endorses white supremacy. 

While Trump keeps trying to depict a dangerous and violent future for America if Biden wins, Biden himself needs to keep the focus on how Trump is putting people’s lives at risk right now. And he needs to motivate every American who is disgusted by violence and racism – Democrats, Republicans, independents, and non-voters alike – to get out and cast their ballots.  

Talk about a better future – and how America gets there.

Biden argued through the primaries that he’s a bridge to the future and a transition candidate. Unfortunately, in this first debate, Biden took the bait and sought to separate himself from some of the most forward-looking people and most energized movements in the Democratic coalition – Bernie Sanders, Medicare for All, and the Green New Deal. 

Even if they’re not Biden’s policies, he needs to reassure voters that he has a clear vision and a path to a better future. In doing that he can draw a sharp contrast to Trump who has no plans beyond securing a second term. 

Biden can’t afford to be a champion for politics as usual. He needs to motivate Democrats, and especially younger voters, by being a champion for change to make people’s lives better – now and for the next generation.

Biden will have two more opportunities to take on Trump and show Americans why they need to vote. The next debates will take place on October 15 and October 22. And the only vice-presidential debate will happen on October 7.

One can only hope that the next round doesn’t leave us all feeling like we’ve been punched in the gut.

It’s a big night as American presidential debate season gets underway. And Joe Biden and Donald Trump have a lot riding on their performances.

How will Biden take on Trump, when there’s just so much to go after? ($750, anyone?)

Will Trump be able to throw Biden off message – and off his game plan?

And, most importantly, will the debates cause any voters to shift their opinion – and their votes – especially in those crucial purple swing states?

We won’t know the answers until after the debate. And it will take a few days of coverage to know exactly what the impact will be.

But we can all learn a lot from how the candidates are likely preparing for the biggest debate of their lives. 

Here are eight things every well-prepped political debater works through that you can borrow when crafting and delivering your own message – not just in debates, but every opportunity you get. 

Think about your audience

It doesn’t matter whether you’re debating – or posting on social, planning paid advertising, or delivering a speech. The first step towards a great message is figuring out what you want the impact to be. Who are you speaking to? What are they thinking now? And what do you want them to be thinking after hearing your message?

Figure out your strategy – and focus on it

They don’t call it strategic communications for nothing! Every good communicator needs a strategy based on an honest assessment of their own strengths and weaknesses, as well as those of their competitors, and a realistic sense of the opportunities and expectations right now. It’s vital to know the overall plan – and how best to position yourself to achieve it.

Craft your message

It takes a lot of work to figure out the right message. Debaters need to perfect the art of delivering the message – as well as knowing exactly how they plan to throw any surprise punches. It’s crucial to declutter your message, removing the excess to help focus on the take-away.

Make a game plan – and stick to it

What needs to be achieved in this moment? Biden and Trump will both have game plans in every debate – and it likely involves throwing the other off theirs. Every debater needs to know how they’ll take on their fellow debaters, without getting dragged off course themselves.

Keep it short and simple

This is a wonderful rule for almost everything in communications. And it’s hard to practice – there’s always more to say! But this US election has provided ample evidence that shorter is better. At the Democratic National Convention, the average speech clocked in at 2.5 minutes. Debaters have even less time – just 30 or 60 seconds. And knowing how to share your message in such a tight way is great media training for any professional communicator. 

According to the New York Times, Biden has summarized his debate prep as “making sure I can concisely say what I’m for and what I’m going to do.”

Share good stories

It’s important to know the facts and know which ones resonate. But the best way to connect with your audience is to share the stories of real people. Joe Biden has talked a lot about his own childhood, growing up in Scranton, and he hopes that story shows his connection to voters’ lives. Even more important are the stories we can share about others – real experiences that have the power to move people the way that statistics and numbers rarely can. 

Find your tone and watch your body language

How you say it is often more important that what you say. Debaters spend lots of time practicing their tone and getting their body language just right. You don’t want to spend the evening leaning on the podium. And Hillary Clinton would also suggest that it’s best to not lurk awkwardly close to your opponent…

No matter how you’re communicating it’s crucial to find the right tone to express your voice (or your brand’s voice) on any given issue.

Don’t spin yourself

After a debate, candidates need to assess their own performance – and that’s true for communicators, too. After media interviews, speeches, and advertising campaigns, it’s vital to debrief and reassess. How did it go? What needs to change? And what will the competition change about their performance?

Biden and Trump can be expected to put some of these tactics on display in their debates. But these tips are also the best practices for all persuasive communications – and they just might come in handy the next time you’re debating with yourself about how best to get your message to your audience.