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jun 8, 1988 - Frank Greer works on 'No' campaign

Description:

The ‘No’ campaign was run by Genaro Arriagada, with ad men Eugenio Garcia and José Manuel Salcedo in charge of the TV campaign.

Media man Frank Greer from GMMB, who would later work as media adviser on the ANC’s 1994 campaign, lent his skills as one of a handful of American consultants.

The ‘No’ campaign downplayed Pinochet’s human rights violations. The team wanted a “non-intimidating campaign that didn’t create fear”, said Arriagada. Polling showed that “people wanted a message of confidence, of joy. They did not want something that took them back to the past.”

The campaign launched with a cheesy but catchy jingle, including the recurring line “Chile, joy is coming!” The logo was a rainbow.

“If we just continued denouncing, we would divide people even more and put off undecided voters,” Garcia said in a BBC interview. “We chose the metaphor of a country living under a dark cloud for 15 years, without light and oppressed and that with everyone’s vote, the heavens would open, and a rainbow appears just like after a storm.”

The upbeat message “perfectly mimics the genre of American commercials for anything from fast food to insurance”, wrote the Washington Post.

The ‘No’ campaign also included local celebrities in its campaigns, including soccer star Carlos Caszely, who appeared in an ad with his mother, who described her arrest and torture at the hands of the Pinochet regime.

Wrote the Christian Science Monitor: “The opposition handled human rights issues in a subdued, but emotionally stunning way in its pre-plebiscite TV ads. Aimed to minimize public fear, the ads did not harangue the government for past abuses.”

Added to timeline:

5 Oct 2018
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Chile

Date:

jun 8, 1988
Now
~ 35 years ago
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