The Green Party has engaged start-up agency Madwomen to create a TV commercial that will attract female voters, without alienating men.
The agency was tasked with creating a script for the Green’s party election broadcast that would express the Party’s values along with dispelling the myth that they’re a ‘single issue party’. The TV ad aims to highlight the Green Party’s practical policies on a range of issues including welfare, employment and banking reform, going beyond their core message of caring for the environment.
The two minute 40-second film, which is set to debut on the BBC on Wednesday 24 April, features ‘living graffiti’ by artist Anna Garforth and juxtaposes natural artworks with inner-city settings in order to represent the Party’s view that Britain is suffering neglect and under investment under the current government.
External communications director for the Green Party, Penny Kemp, said the campaign captures “the essence of the Green Party with imagery that reflects their heritage yet moves the party into the mainstream by giving it a voice on policies like the economy, housing and welfare that will make a real difference to the country”.
She added that the new ad will help the party to “communicate in a way that connects with the voting public without putting women off – as so many party broadcasts do”.
The ad was written by Madwomen’s creative director Gail Parminter and art directed by Chris Sainsbury, the film was shot by Marc Silver, produced by Danielle Ward and edited by James Smith–Rewse through Annex Films, who also provided post-production.
Parminter commented: “It was not an easy brief - not only did we need to put the Green Party’s heritage at the heart of anything we did, we also needed to show how a vote for the Greens is a viable option and not just a protest. In today’s political climate it would have been easy to give the other parties a good slagging off…instead we’ve come up with something hard-hitting yet also optimistic.”