NSA: Guerilla Marketing

Student Concept Project: In the summer of 2013 Restore the Fourth, an organization that aimed to end all forms of unconstitutional surveillance of digital communications by the U.S. government, wanted to create a guerrilla marketing campaign. With recent evidence and allegations against the U.S. government, revealed by Edward Snowden, the organization wanted to gain supporters by sending a message. The goal was to force the residents of Los Angeles County (age 20-35) to face this specific controversy. The campaign needed to keep in mind the target audience’s daily activities shopping, commuting, exercise patterns, The campaign was launched on a bright sunny Sunday in the greater Los Angeles County. The spot chosen was a place where there was plenty of foot traffic, families, picnics, joggers, and many more. The people represent the public, while the wires represent the NSA’s amount of “surveillance” needed for that person. Each person stood as a live statue, the cost was relatively cheap while extremely effective. The man on the left represents a person who has been both defeated and has given up on fighting, the profiling has defeated his morale. On the other side, the man is still fighting with no signs of letting go to the idea that he can maintain his privacy, yet of course he is being constricted. The girl in the middle is moderately covered to show her she is oblivious to what is going on. The sign beneath them is meant to resemble a poorly designed government document, obviously the sign is read after looking at what was going on. Model credit goes to: Tushar Moore, Kristianna Zacharias, and Robert Mai.