We've been keeping a close eye on this campaign from MTV, MADE and Deloitte Digital. It's a really exciting use of MTV's brand and platforms to inspire youth engagement in politics and social change. The campaign is the search for a Millennial leader and the five finalists have been announced.
Comparing the finalist videos we can all learn a lot about the use of video and personal stories when asking people to follow us. Here are our thoughts. We'd love to hear yours...
- OLLY (3.5 of 5): Olly hooks us with stats that make him sound informed and authoritative. He then shifts into sharing his manifesto, but very powerfully frames the statements as "We believe…". Who is "we" you ask yourself. Is that me? If so, you're with him. If not, it sounds like he's already a leader. His call-to-action is strong, but I'm left feeling like I don't really know him. What's his story? Add that and you've got a mini-Obama.
- SAM (1.5 of 5): Sam has committed the cardinal sin of leadership. It's ALL, and I mean ALL, about her. Many organisations fall into this trap. Contrast her focus on self, with Olly's focus on "we".
- JESS (4 of 5): Jess is the most powerful sharer of her own story and this helps you trust even if you're not closely aligned to her beliefs. She's authentic and willing to reveal how her attitudes have matured. Her weakness is declaring a vision beyond shaking things up.
- NATASHA (4 of 5): Natasha speaks with passion from the heart, but she only shares a little about herself as a human. She talks in terms of her beliefs and keeps them focused to specific areas, which is great because you know what she'll be focused on if elected.
- JAMIE (2.5 of 5): Jamie sounds scripted and very much like a political ad. I don't feel connected to him as a person. More focused on doing rathe than being and beliefs.