EDITOR - WRITER - UX WRITER
EDITOR - WRITER - UX WRITER
I create an email marketing campaign to test the speech and organization of one of the libertarian party's political groups and their agreements with other political groups in the midst of the political and economic crisis in Argentina aggravated by Covid-19.
Precisely, the context presents an opportunity for the dissemination of a message opposed to the message of a "strong state" from the government of President Alberto Fernández.
THE DESIGN PROBLEM:
1) The liberal speech in Argentina has little penetration in a society that has been preaching "Peronism" for almost 70 years. In Latin America there is a polarization of human virtues: there is a collective message installed where "being a Peronist" is the same as being a good person, supportive and generous. This speech has been weakened by the behavior of the last leaders, strongly questioned by accusations of corruption and political "clientelism". This is directly related to the "manipulation of values" exercised by the power I will expose in my hypothesis.
2) Liberal referents are not united and are criticized by libertarian referents who, on principle, disapprove of current political groups.
3) The libertarian referents have created a strong network of fans in the social networks (in the absence of references of opposition to Peronism. But they have not managed to find a valid format of interpersonal representation. The challenge is to create a political format that is accepted by free thinking people.
THE DESIGN SOLUTION:
1) To find the "correct message" within the Argentine context, to obtain better results in the dissemination of the ideas of the libertarian party, during the Covid-19 quarantine. I created a survey carried out in an email campaign, sent to the affiliates of the libertarian party of Buenos Aires.
2) To discover a political structure that can be put into practice and that is accepted by the candidates, helped also with analysis made from the surveys of the members of the libertarian party.
3) Presenting in this new speech, a proposal to create a new scale of values that "cures" Argentine society.These values should have an ethical and not a moral component: social, civil and cultural values that "reprogram" the Argentine idiosyncrasy.
179 responses from 2000 respondents.
I send a survey to 2000 users affiliated with the libertarian party using a CRM (Hubspot) feature, with a google form embebed.
61.6% of respondents agree to incorporate the word "republican". It is a majority percentage but also reflects almost 40% of disagreement. In the comments, some respondents mentioned linking the word "republican" with the ideals of the USA, perceived like a "conservative" word.
To analyze the result of this answer I used the Lucid chart affinity diagram.
On the union of forces: a large majority indicates that the union of forces is the only option to have representation in political power.