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Eagleridge Protesters Sun Burned
Two articles ran on the front page of the Vancouver Sun on April 22, 2006.
One featured a photograph of sodden Eagleridge protesters camped out on
the bluff with a headline that read, "A STORMY NIGHT ON EAGLERIDGE
BLUFFS." And adjacent to the photo was an even bigger headline that
read, "MASSIVE SURGE IN $1M HOMES," which described that 22,000
homeowners in B.C. are now "real estate millionaires." The article
leaves the impression that (ed. artificially) inflated home prices
(ed. driven by Olympic frenzy) are good for the community, but
if you recall, only a few months previous, media ran stories of people
losing their homes and businesses because they could no longer afford
skyrocketing taxes. Interestingly, if you read the article on April 22
all the way through to the very last line, you will discover a quote by
John Barry, from the B.C. Assessment Authority stating, "Just because
their assessed value has increased, it doesn't necessarily mean their
tax will go up." Mr. Barry even gave readers hope that taxes could
go down. (Tell that to the home and business owners who have already lost
their properties.) The Vancouver Sun irresponsibly supports this drivel.
When was the last time your taxes went down? Someone should tell Mr. Barry
that residential taxes are already slated to go up 4%, and that's just
I'm not going to get into the merit of other information provided in the
article by Cameron Muir, CMHC, because the way it is positioned is so
misleading it is pointless to even discuss, but what I want to bring to
your attention is that the two Sun articles on the 22nd are juxtaposed
to subtly send a message to their Vancouver readers that the Eagleridge
Bluff protesters should pack it up and go home. The Sun would
be hard pressed to make this statement outright, because according to
Eagleridge representatives, they recently spent $18,000 on ads in the
Vancouver Sun to raise their visibility. The unspoken reality in the industry
is, Olympic organizations that oppose protesters spend mega-millions
advertising in local media, and loyalty in Olympic regions goes to the
highest bidder. In a similar vein, Noam Chomsky coined "necessary illusion"
as media criticizing itself in an effort to fool the public into thinking
they are nonpartisan and independent, which makes it easier for media
to justify checkbook journalism when they are bought. Helen Lenskyj, Olympic
environmental activist and author would make mincemeat out of daily Vancouver
newspapers that tread so vicariously. Her book, "The
Best Olympics Ever?" is a recommended read. The question mark
says it all.
Most people don't realize that local daily newspapers pay multimillion
dollar fees to become Olympic sponsors just like Bell or HBC, which means
bought newspapers have a legal obligation to defend the Games, even to
the detriment of the community. It goes against the grain of the average
person's perception of journalistic integrity, but realistically, daily
local newspapers are in business to first making money, then report the
When you first see the Eagleridge story on the Sun's front page it looks
like the Sun is sympathetic to the protest, but as you read through you
start to get the feeling that the protesters, labeled as "gentle,"
are wasting their time. Calling a protester gentle is like calling a prison
warden nice. It's a career killer. The article paints Bluff protesters
as a passive and coddled group that will scurry as soon as the first shot
is fired. The Sun even slyly implied that protesters are squabbling amongst
themselves, which subtly telegraphs that they are disorganized. It is
classic divide and conquer. Staunch senior Bluff protester, Betty Krawczyk,
who has been arrested and served jail time for past environmental protests
has advised fellow protesters to not let media "embed" in their
camp and stay with them overnight. Protesters have chosen to ignore her
sage advice. Most people naively believe they can trust or manipulate
media. Maybe they will think differently after realizing how the Sun is
positioning them as ideological interlopers who don't stand even a remote
chance of turning the tide.
The Vancouver Sun also undermined the protester's position by making big
noise in the adjacent article about B.C. homeowners becoming "real
estate millionaires." Average readers compare the two stories and
think, What the hell are these wealthy whiners in West Van complaining
about now? You might be surprised to learn that this "overnight
millionaire" scenario is played out almost word for word by local
daily newspapers in many Olympic regions. Politicians would like you to
believe Vancouver is in a unique position, but let me assure you, we are
not. Opportunistic developers and realtors, and rising taxes run rampant
in every Olympic region. You're not special. You're being herded. If you
want the details it's all in my new book, Leverage
Olympic Momentum. If the Sun really wanted to portray the Bluff
protesters in a nonpartisan way they should have placed the misleading
feel-good Olympic million-dollar-home article somewhere else in their
publication. Instead they played it against the Eagleridge story and took
the wind out their sails. Nice move. Neither story was late-breaking or
even newsworthy, but by positioning both as such on the front page it
served the Sun's purpose, which is to sell newspapers and boost the Games
- even if it is detrimental to the community.
Media makes billions off the Olympics and some of them cannot afford to
undermine their economic position by siding with protesters against developers,
realtors, or Olympic partners like the government. As the Eagleridge protesters
recently stated, they have to elevate their visibility on a global level
as soon as possible, but also, and more importantly thay have to make
sure media in prospective Olympic regions know what is happening
Send strong messages every day to not only international
media, but also to BUSINESS ASSOCIATIONS in countries BIDDING
to host the Games in 2014 and 2018 - countries like Spain, Bulgaria, South
Korea, etc. Rain on the IOC's parade at an international level
as hard as possible. I'm not talking gentle misting North Shore cloud/fog
either, I mean a torrential rainforest downpour. You also have to get
David Suzuki to weigh in. This is his backyard. If I was VANOC, and even
though they mistakenly insist the Olympics has nothing to do with this
issue, I wouldn't want to be even remotely characterized as a rare-species
frog killer on Dr. Suzuki's turf.
Most importantly, Eagleridge has to publicly call out Bell, Rona, RBC,
GM, PetroCanada and all the sponsors who make billions off the Games.
Convince them to support the community over the Olympics. And if their
hand is forced, create online protests and engage Olympic sponsors in
open letters on various blogs and sites. Insist that they choose a side.
Don't let them remain neutral. Even though they don't want to admit it,
sponsors are involved in this too. They are either with you, or against
you. There is no middle ground. It comes down to, they either kill the
frog or they let the frog live - make them articulate their choice. A
cartoon-like animated full sound graphic of a cute frog cowering on the
edge of black-top doom as a big bus full of sports spectators bears down
around a corner sends a strong message. Top it off with a "Whistler
or Bust" sign on the bus marquee and it's hard to forget.
Viral publicity is the weapon of choice in 2006. If you can toss in a
dose of humor it will be indelible, and it will entice people to pass
your message to their friends and colleagues. Think, Rick Mercer's "This
Hour Has Twenty-two Minutes. Check out "The
Meatrix" to see how it's done online.
Mainstream politics in Washington is also now fought online, and Olympic
politics can command the same forum. It is much more effective and cost
efficient than chaining yourself to a tree or getting arrested. It is
also foolhardy and dangerous to confuse save-the-tree protest with Olympic
protest. They are broached very differently by the government. Don't be
surprised to see the military and heavy artillery involved. It is not
uncommon to send in 1,000 troops and heavy machinery to manage 100 protesters.
Olympic organizations know they have to suppress the noise quickly and
as efficiently as possible. Deadlines loom and they do not have time to
Instead of physical confrontation, overwhelm sponsor's communication networks
and call centres with pointed questions. Also, it is a move in the extreme,
but it is not uncommon for protesters to order product through sponsor
websites and return it unopened to store locations. (It isn't exactly
ethical, but I'm sure you don't feel they are ethical either. BTW, if
you use this tactic start with a shot over the bow just to let
them know you can do it; and do not use your Visa card because Visa is
also an Olympic partner and they will collect fees, although this too
will create fiction among their clients, but not enough to justify not
throwing a little business to other card companies.) Customer touchpoints
provide a network array of access.
Imagine the impact this would have with an $18,000 budget to manage the
program? You could be sleeping peacefully at home instead of hanging off
a cliff in the wet and cold wind. Let Olympic sponsors know that they
are either with the community or against the community. All they understand
is profit, so talk money to them, not frog, tree or babbling brook. That's
old school and they have vast experience defending against it. If you
can't manage a public conversation online you might as well go home, because
not achieving results sends a strong message that you're too Gucci and
not really serious about the environment. It also increases taxes. Most
people don't realize that protests drive up policing costs, and it is
only a matter of time before Olympic organizations will be compelled to
use it against you.
Local daily newspapers interested in Olympic revenue, which is driven
in part by skyrocketing real estate values, have zero incentive to genuinely
align with your cause. Instead they use protesters as pawns. If you think
beyond traditional communication and protest strategies, and impact VANOC
and the IOC's pocketbook you will have their attention. You are lobbying
against a global entity, which means it might make you feel good to stand
up for what you believe, but at the end of the day results are all that
matter. Anything less is simply grandstanding. If you get pushed off the
cliff you lose, and it seems to me that the Sun's articles on April 22
have imparted the mistaken perception that you're pushed precariously
close to the edge. Olympic organizations and their partners are profit-centric
bullies. Speak their language and follow the money.
* We invested almost three years and a six-figure budget researching
Olympic organization relationships with sponsors, contractors, suppliers,
partners, etc. The results surprised us too -- mouseover below
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Olympic organizations are
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McDonald's, WalMart, etc. Consequently, VANOC (Vancouver Organizing
Committee) will be stretched thin trying to also develop ways to assist
small and midsize businesses leverage Olympic momentum. Surprisingly,
many people don't realize the event can also be lucrative for smaller
businesses, including agriculture producers, manufacturers, entertainment,
technology, retail & obviously tourism, even when they don't have
products or services that appeal to Olympic fans or serve a direct Olympic
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