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A message about the “blank page” and the impossibility for the country to develop with the current Constitution. These have been the main messages that have been transmitted from the “Chile Approves” command, the campaign organization of the PS, the PPD and the PR.
These collectives have built bridges to organize their proposals, however, creative groups have worked separately, within each party. In the PPD, for example, two instances were formed -one creative and the other with constitutional content-, led by former Minister Segpres de Michelle Bachelet, Jorge Insunza. Among the Socialists, for their part, the communication campaign has been under the command of the former Under Secretary of Labor of that government, Francisco Díaz, who also collaborates in the Equality Institute. The contents, they say in the party, have been worked on by the group of the secretary general, Andrés Santander. In the PR, meanwhile, they maintain that the group of creatives of the campaign “He who thinks approves” has been led by the helmsman of the community, Carlos Maldonado.
In the Christian Democracy they formed a campaign team with a special characteristic: the union between the historical leaderships of the community and the youth of the party. Under the command of the senator and vice president, Carmen Frei, and the president of the JDC, Manuel Gallardo, the Christian Democrats have focused their campaign on “Building the house of all and all,” that is, on a message that with a new Constitution created with citizen participation, the rights of Chileans can be guaranteed.
Within the party, however, it is Gallardo who has built the bridges between the different groups of the party to run the campaign. On the one hand, the strip and the creative content have been in charge of Martín Vinacur, the director of AldeA, the agency that hired the community. Likewise, a constitutional issues team was also formed, led by the lawyer DC Patricio Zapata, while the financial area has been managed by the deputy and vice president, Joanna Pérez.
An effort to reinvigorate the figure of his former presidential candidate Beatriz Sánchez, through the Approval campaign. This is one of the objectives that the Broad Front has sought to implement by delegating the leadership of the command “Let Chile decide” to the former presidential flag of the conglomerate.
From the group coordinated by Sánchez they have focused their message on “the importance of the second vote.” That is to say, in promoting that the best option for the construction of a new Constitution is the constitutional convention. For this, for example, in a campaign video they argued that “The mixed leaves rotten.”
In the creation of content, however, leaders of the different Frente Amplio parties have been incorporated. The coordination has been in charge of the former president of the Fech Daniel Andrade (RD), the general secretary of Commons, Carolina García, and the communicator Gabriela Ubilla.
Likewise, they say in the block, Sánchez’s former campaign manager and former RD Sebastián Depolo, along with filmmaker Isabel Orellana, have played a role in the design of the television strip.
In the “Chile Digno” command, the group where the PC, the PRO and the Social Green Regionalist Federation participate, among others, have privileged a content creation process different from the rest of the opposition collectives.
Through councils, they say from the group, it is that they have defined certain drops and editorial lines for the design of the television strip, which was in charge of the filmmaker Hernán Caffiero.
He, in turn, coordinates with representatives of the command, such as the president of the Communist Youth, Camilo Sánchez, and one of the vice-presidents of the PRO, Ricardo Godoy, to make decisions regarding campaign messages. In this sense, in that command they have promoted the Approval campaign, promoting the search for a “plurinational, feminist and democratic” Chile. Likewise, another objective – and which is detailed in the team’s manifesto – is to conquer a “sovereign constituent assembly”.
A series of publicists work for the campaign of RN parliamentarians who are against a new Constitution, led by deputies Diego Schalper, Diego Paulsen, Tomás Fuentes, Luis Pardo and Karin Luck, as well as Andrea Balladares. The latter is, at the same time, the coordinator of the Rejection of Chile Vamos command, which also groups together UDI and Evópoli leaders. However, each party has its structure and ideas.
Thus, the RN group for Rejection has been advised by the publicists Matías Wolff -of the Pedro Juan y Diego agency- and Marcos Alvo, co-founder of The Cow Company, a company that has recently organized online theater functions. In the community they say that both have been key in promoting a “modern” campaign. But, in addition to these publicists, the team receives ideas and advice from the lawyer Víctor Manuel Avilés – a member of the Libertad Institute – and from the commercial engineer Jimena Lida Marín, a Colombian national who has contributed the experience of the plebiscite on the peace accords. with the FARC in Colombia. They also say that they have received content inputs from the former Minister of Education Gerardo Varela.
He does not participate in the front line of the campaign and maintains a role behind the scenes in the National Renewal team that is for approval in the face of the constitutional plebiscite.
The philosopher and columnist Hugo Herrera is one of the key figures in the campaign of this group of parliamentarians, among whom are the deputies Andrés Longton, Ximena Ossandón, Paulina Núñez, Hugo Rey and Camilo Morán; Senator Manuel José Ossandón and Mayor Germán Codina, among others. Herrera has been one of Mario Desbordes’ ears, at least when the current minister served as president of RN. In fact, the philosopher provided him with inputs to face the political debate, something that he is now also doing with the team of this party for the approval. This, in discursive terms and also of content. With Herrera, in fact, the team held a meeting a few weeks ago on Zoom, an appointment that was added to the one they had with the political scientist Cristóbal Bellolio and with the lawyer Gastón Gómez.
In parallel, the team works with the La Botica agency, thinking about the propaganda and also about the strip.
It is the agency created by the former director of the Viña del Mar Festival and television programs such as Mekano. Chile Rayo, by Álex Hernández, is in charge of the UDI’s campaign for the Rejection during the campaign for the constitutional plebiscite.
His work, in any case, goes in parallel with the ideas and advice that arise from other figures: in addition to the board, the deputies and senators who actively participate in the preparation of the campaign, the unionism has also supported itself, sporadically, with some officials who do not actively participate in the party, a kind of “external advisers.”
One of them, for example, is former deputy Darío Paya, who had already participated in a meeting in December to review arguments for the Rejection. Later, at the beginning of this year, the UDI asked him to be part of a group that could comment on the campaign, for which he participated in some meetings in the middle of the year.
The Republican Party has focused its campaign not only on defending the Rejection, but also on questioning the realization of the plebiscite, for which they qualify as “health and economic risk” in the scenario facing the country. This, in addition to appealing that the process was instituted – in the opinion of that community – “from the violence.”
In this context, the tone of the messages that they will use during the campaign period will show the inconveniences that there would be in case of advancing in the constitutional process.
For all this, the party led by José Antonio Kast works with the circle closest to the former deputy, including Antonio Barchiesi, but also with some producers: Ariel Ayala, who is the producer of the strip, and Paula Rubio, who worked in the presidential strip of Joaquín Lavín in 1999 and in Pablo Longueira’s campaign for the 2013 primary.
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