Democracy Now!

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Democracy Now! is an award-winning, independent news show hosted by journalists Amy Goodman and Juan Gonzalez. Over 4 million fans worldwide tune in daily on TV, radio and the web. The reason? To get access to people and perspectives rarely heard on corporate media. The show is funded entirely through contributions from listeners, viewers, and foundations – allowing the show to maintain editorial independence, without having to pander to advertising or government interest. Our goal was to help attract new audience members for Democracy Now! via a strategic online campaign.

Sinéad McDevitt

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June 18, 2013
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This video has been removed.
"Do not watch Democracy Now. It might make you think." Video to recruit potential fans of the show.
Microsite: where the video, links, registration and merchandise lives.
For Pete's sake, keep quiet...
04_dn_do_not_wear_tees NOT go around broadcasting it...
...put those buttons away at once.

With over 100,000 active facebook fans, 30,000 committed twitter followers and 70,000 daily email subscribers – the design team’s challenge was clear: how do we motivate existing fans to spread the word, while at the same time ensuring we spark interest in the potential fan?


We understood one of the side effects of watching the news show was thinking about world events differently – unsettling for a potential fan. Our final solution: “Do not watch Democracy Now. It might make you think”. This came to life as a video, microsite and merchandise – to send out via email and seed on Facebook.