Ideas We Love: Led By Donkeys 🐴😩🗳️
Issue Number 21: Holding power to account in the age of social media
Last week U.K. Prime-Minister Rishi Sunak notified the public that there would be a general election on the 4th July 2024.
A bit of a surprise given most commentators had suggested, and most people in his party had preference, for an October election.
Maybe he fancies a summer-off in his Californian pad?
You’ll probably be relieved to know that Rishi isn’t the focus of this week’s newsletter. But, his declaration does give us a contextual hook for an idea and an organisation we’ve been keen to write about for…well… donkeys.
The Idea: Led by Donkeys
In December 2018, four friends met at The Birdcage pub in Stoke Newington, frustrated with the ongoing Brexit situation.
Connected through Greenpeace Oliver Knowles, Ben Stewart, James Sadri and Will Rose had all voted to remain in the EU.
They discovered an old tweet from the run-up to the 2015 election by former Prime Minister David Cameron claiming, “Britain faces a simple and inescapable choice - stability and strong Government with me, or chaos with Ed Miliband.”
That went well.
They felt this very tweet highlighted the failure of Britain's political leadership and decided to preserve it by posting it publicly, not just online but on billboards.
They chose similar statements from Pro-Brexit politicians to display as tweets you can't delete highlighting what they saw as offensive lies, hypocrisy and populist flip-flopping.
Sadri came up with a name for this idea called "Lions led by donkeys"; a common phrase referring to soldiers in World War One who were led to their deaths by incompetent and indifferent leaders - accurately describing the relationship they felt existed between the British people and their Brexit leaders.
Rose shortened it to #LedByDonkeys and this long-running idea was born.
#LBDs have since expanded beyond their initial Brexit-shaped efforts, to spotlight all-manner of Donkeying across the halls of government.
From cleverly deep-faking Boris Johnson into an iconic scene from Line of Duty…
…to projecting sewerage spilling onto Thames Water HQ to dive into just how much the nation has been conned by water privatisation…
This much needed holding of power to account, is one we hope continues to agitate for change when standards in government have never been so questionable.
Why we love this idea 💕
#1 Now that’s what I call Out of Home
Even though they’re not exclusively an Outdoor (OOH) advertiser you’d be hard pushed to find an organisation that’s better at using OOH.
#LBDs back catalogue is a compilation of back to back bangers, using all manner of OOH tricks and treatments to make their points in public. They’re masters of the ‘PR’ application of the channel - you don’t need loads of sites, just enough to get the message out into the wider consciousness via social or influencer amplification.
This is high impact not necessarily high budget, stuff.
At a time when lots of advertisers are questioning how to make their money go further #LBDs provide a way in.
#2 Hard-hitting & humorous
Working at the intersection between ‘polar’ opposites provides a fertile creative opportunity. Long & Short, 'Digital’ & Analogue, Left & Right…..
There are lots of satirists who take pot shots at the government, there are some serious journalists (who against the prevailing wave of cronyism) try to spotlight serious issues in the way our bit of the world is being run.
#LBDs do both.
The organisation is dealing with complex issues. They have to make them more easily understood if they’re to influence people. They can do this with the use of research and evidence but in using humour and drama to draw people in, they add a different dimension to the communication - not only gaining attention, but also creating the conditions for their ideas to spread too.
#3 Have I got news for you(r social media feed)
The combination of which is a social idea that spreads on social media much further than a sarcastic tweet or some dry analysis, in a way that neatly travels as a key visual, or viral video across the internet and people’s WhatsApp groups.
They say things in a way which many of us might not be brave enough to consider. They certainly don’t fear the removal of access in ways that more traditional media brands might and are unashamedly bold and provocative in their tone of voice.
The Greatest Hits of LBD 🏌️
Usually we’d segue into our next section which would suggest what we’d do with an idea, but in this instance we’re going to give you five more of their greatest hits, before leaving you with some other ideas it reminded us of along the way.
55 Tufton Street
A stunt highlighting the power of ‘Think Tanks’ in influencing the economic policy of the government.
Michelle Mone & the (Missing) £29M
We have a soft spot for Advans at IWL HQ. A much maligned, but incredibly powerful channel when used properly. Here #LBDs use the format to tell the story of PPE fraud and Covid ‘VIP’ lanes set up to service specific, well connected individuals.
MPs for Hire
Painful.
The Life & Lies of Boris Johnson
Does exactly what it says on the tin.
This… is Brexit
Another Advan. This time in a mile long queue to cross the border into France. A powerful demonstration of the implications of cutting yourself off from your nearest trading partners. It’s almost as if no one realised the UK was an island.
If you liked this, you’ll love…..
Cold War Steve
Christopher Spencer, a British collage artist and satirist is the creator of the Twitter art-feed @coldwarsteve.
His work typically depicts a grim, dystopian location in England populated by British media figures, celebrities and politicians, usually with EastEnders actor Steve McFadden (in character as Phil Mitchell) looking on in disgust.
Like this example of media distraction, by design.
Jonathan Pie
Is a fictional character portrayed by British comedian Tom Walker, a liberal political correspondent who rants angrily about British, American, and Australian politics, giving his true personal opinions before or after filming a scripted news segment.
He doesn’t hold back.
Rosie Holt
In a similar vein Rosie started sharing satirical videos parodying the type of political speech that veers into drivel, by splicing her answers to real-life questions posed by interviewers across popular TV news programming into the edit.
The Room Next Door
In the Room Next Door, Michael Spicer plays a frustrated adviser who is communicating live via an earpiece with a figure speaking in public.
Figures lampooned include Donald Trump, Boris Johnson, Prince Andrew and Matt Hancock below…
James O’Brien’s Best Bits
LBC Radio presenter helps callers see the errors of their ways each week on his talk radio show.
Have I got News for You
After 30 years, Ian Hislop’s still not taking any prisoners.
Until next time
If this kind of writing is your thing, we both write regularly on other stuff too.
Matt can be found building out “The A to Z of Media Planning” here.
Tom’s blog on the intersection of advertising and comms can be found over here.
Matt & Tom