10 Campaigning Lessons from the Hunger Games for 2016

Suzanne Collins’ dystopian Hunger Games trilogy is a cautionary tale against some of the threats to people and planet we know all too well: nuclear war, extreme wealth disparity, authoritarian government, and the use of media to manipulate populations — including desensitization to violence and inequality. The books, and the movie adaptations, despite their speculative nature, can in many ways be read as a microcosm for how these threats play out in the world today and how counter-movements experience and confront them.

Art is powerful. Even while imitating or embellishing life, it can take on a life of its own. It can challenge our assumptions and give us courage to imagine a different, better world. Katniss’ fight against the Capitol is already inspiring people who see parallels between Panem and their societies. For instance, activists opposed to last year’s military coup in Thailand are now using District 12’s three-fingered salute as a form of non-violent resistance.

So, here are 10 campaigning lessons learned from the Hunger Games to take into 2016. Some are newly learned for me and some are oldies but goodies reaffirmed!

PS: Spoiler warning.

In any campaign, you’re telling a story. Leading with inspiring characters and compelling stakes will help guarantee a powerful narrative. From the tributes’ very first televised interviews with Caesar Flickerman, all of Panem is rooting for Katniss and Peeta, star-crossed lovers. Because the audience is invested in the pair, Haymitch is able to use this to secure sponsors that help keep them alive through the first Games. Meanwhile, the Gamemakers use this to change the stakes and up the drama halfway through, declaring that there may be two victors from the same district. In the end, Katniss knows that the story must end with a victor. She understands the audience and the stakes for those in power, using this knowledge to subvert the reinstated one-victor rule. The story being told on-screen isn’t reality, but it’s powerful — so “sticky”, that the rebels continue to successfully use it once the war begins to continue rallying public support for the resistance.

While the Capitol relies on television as the only medium, today’s many social media channels have enabled news to travel faster and farther than ever. Apps like Periscope also allow unfolding events to be captured in real time while people comment on and interact with those at the scene. This means that like in the Hunger Games themselves, and the rebels’ invasion of the Capitol, airing live and capturing “mind-bomb” moments can bring momentum to the fight. It also allows you to do reactive campaign work, leveraging key moments to influence opinions faster than ever. So, wherever the revolution happens it will be probably be seen by everyone. There’s vulnerability in that, but power too. Livesteaming means the audience is part of your story. Creating must-see moments that create connection in the real world, not just online, is a powerful part of multi-channel storytelling.

Obviously, no one’s going to be “hijacking” people, like Snow does to Peeta. But, creatively jamming the messages and operations of a campaign target remains an effective way to stop a campaign target’s ability to influence audiences at the source. In the third novel/final movies of the Hunger Games, Beetee is able to hack into the Capitol-controlled airwaves to broadcast propaganda ads (“propos”) discrediting Snow. Tactics like culture jamming (think the Yes Men), occupying spaces where you can address the target’s stakeholders directly (like events or meetings), or “hashjacking” (using a target’s online hashtags to promote your own message) are proven ways to jam their message and promote your own, swaying the public and stakeholders to your side).

Okay, so “enemy” might be a bit strong, but substitute “target” and the gist is the same. You can both fight their messaging and use it to your advantage. For instance, though the rebels know that Katniss and Peeta’s love story is initially a sham, they also know that most of Panem believes it; so, they continue that storyline to build support while they subvert the other elements of President Snow’s propaganda. Erring on the side of authenticity is best (see below); but, at any rate, you need to know what your target is saying and who they’re saying it to in order to stay on top of the narrative and react in the interests of your campaign.

Remember Katniss’ first horrible attempt at a propo? Dressed in sexy gear and heavy make-up, our Mockingjay-in-the-making Katniss stiltedly yells her rallying cry in front of a greenscreen … followed by silence and then wheezy laughter from Haymitch. “And that is how a revolution dies,” he cackles. Mean? Yes. Wrong? No. Katniss’ most powerful moments were when she said or did what came naturally. Moving messages are not the ones that are fake or carefully scripted. They’re ones with raw energy and emotion. Winning hearts and minds has to start with real hearts, real minds — which leads me to the next lesson …

In other words, seeing is believing. Showcasing courageous feats will inspire others be courageous. When the audience sees Katniss doing brave — even unthinkable acts — they also want to be brave. Katniss’ most powerful moments (the ones that move and mobilize people) are when she’s most authentic: volunteering for Prim, laying flowers on Rue, thanking the families of Rue and Thresh, sending an electrified arrow into the forcefield, standing unprotected in front of a train load of armed peacekeepers, or spiting a dangerous political machine with just a handful of poisonous berries. Vulnerable. Courageous. Authentic.

As has often been said, the “media is the message.” How media is shared and consumed is just as important as the content. Citizens of the Capitol are distracted by “bread and circuses” (a.k.a., luxuries and entertainment), desensitized to injustice and violence. The tributes, their districts, and their struggles are merely dehumanized entertainment to bet on and fantasize over. For most of the other districts, life is built around the Games (the brutal inevitability of the Reaping and mandatory viewing of the pre-games, Games, and post-games shows) send the message that there is no alternative. These twin hurdles of conditioned ignorance and hopelessness are not strangers to our world and may be the most difficult barriers to overcome. Yet, as in the games, it’s easier to move the have-nots, while overcoming systems of social control like stratification, divide-and-rule, and spatial management of populations used to maintain the privilege of a few are bigger battles.

Working in coalitions can be rewarding and effective. At the same time you can bet on disagreeing, and building trust may be challenging. But, “remember who the enemy is.” Having people who’ve got your back will help you win. Getting this right will mean a more widely-negotiated objective with larger buy-in (which is more likely to stick). Being a good ally means setting the agenda together and working with each other toward mutual goals. It also means protecting each other and supporting one another on your individual missions. For instance, Katniss supports the rebels in ending the Capitol’s rule, while her squad supports her in her mission to kill Snow. But, remember: the stakes are higher for some than for others. For example, the rebels (headed by privileged activists from the Capitol and District 13) use Katniss and Peeta as pawns in their war, keeping information from them and putting them in danger where expedient — leaving both of them with physical and mental scars that never truly fade. Know how risks and information are distributed and find ways to share them both. Continually strive to equalize power in your movement.

There is always the danger, as President Coin’s circumvention of a democratic election after the rebels’ victory showed, that “the revolution will devour its children.” What does victory look like in your campaign? What does the world look like after victory? As Katniss says to Rue, “Destroying things is much easier than making them.” Planning for an equitable post-victory period or process is an important part of preventing future conflict (both among allies and between former campaign targets). Set the table for a sustainable peace.

In a world (like ours) where violence is glorified and destruction in the name of progress is business as usual, showing compassion can be an act of resistance. So, Katniss singing for and laying flowers for Rue is subtly subversive. Both Katniss and Peeta, though their hands aren’t clean, recognize the value of life and peace. Peeta, for instance, calls for a cease-fire in the war and condemns Coin’s proposal for a symbolic Hunger Games with Capitol children. Likewise, Katniss expresses her distaste for the delayed bomb/trap Beetee and Gale configure and ultimately opts to take out Coin rather than see another leader with a disregard for innocent life at the help of Panem. Being #TeamPeeta mean valuing “the dandelion in the spring. The bright yellow that means rebirth instead of destruction” or “rage and hatred.” Non-violence should be at the root of any tactics and all long-term solutions. Compassion can be a glue to strong movements. Sorry Gale. #TeamPeeta FTW.