Euclidean distance

• So, who is the target audience for each campaign’s ad, what are their key messages, and how effective will they be?
• We research how people and organisations use stories to affect change through political advertising or entertainment.

Advance Australia: fear

• Ominous music and fat-lettered words like “Rulebook,” “Force” and “Powerful” try to elicit fear of what the other camp would do if the Voice came to be.
• Research on the use of fear in negative political communication shows it to be effective in influencing people.
• Fear is an intense, powerful emotion that encourages passivity – we tend to prefer the status quo if we are afraid.

Blak Sovereign Movement: a different argument

The Blak Sovereign Movement, which advocates for sovereignty for First Nations people, relies on arguments as a means of persuading voters. The group wants to persuade Australian voters to vote against the Voice, underpinned by three key premises:
• The argument follows a “bottom-up” structure.
• Whether or not this argument resonates with voters depends in part on
  whether they believe the premise – that a treaty can happen before a Voice.

The Uluru Dialogue: anticipated pride

• The Uluru Dialogue is a group of First Nations people from across Australia who have the mandate of the Uluru Statement from the Heart.
• The key message at the centre of their ads is anticipated pride if the nation votes “yes” on the referendum.
• Pride is an emotion regularly exploited in advertising campaigns.

Yes23: fairness

Yes23, a group advocating for Indigenous constitutional recognition, has turned to fairness in its advertising. Seen as a value Australians hold dear, fairness can play an important role in influencing voters. Science suggests the key aspect to fairness is integrity. In this ad, Yes23 touches on this sentiment by asking Australians to adhere to certain ethical principles by joining the cause.

Which ads will be most effective?

• Thinking deeply is necessary for the arguments of the Blak Sovereign Movement to be persuasive.
• Feelings of fairness are instinctive and wide-ranging emotions, and ones that are becoming more important in our increasingly complex society.

• NEW YORK, June 23, 2023 /PRNewswire/ -- The online/virtual fitness market is expected to observe significant growth by 2031, owing to the increasing demand for progressive fitness assemblies to acquire physical fitness.
• Global Online/Virtual Fitness Market Forecast Analysis:
  As per the report published by Research Dive, the global online/virtual fitness market is projected to garner a revenue of $2,04,359.4 million and rise at a stunning CAGR of 34.6% over the analysis timeframe from 2022 to 2031.
• However, the high cost associated with advanced virtual fitness programs may hamper the growth of the market in the coming period.
• Though the outbreak of the Covid-19 pandemic has devastated several other industries, it has positively driven the online/virtual fitness market.

• As a result, there had been a significant increase in demand for digital lending services, with consumers preferring the convenience, speed, and accessibility of online lending platforms.
• Overall, the COVID-19 pandemic accelerated the adoption of digital lending solutions, as people increasingly turned to online channels for financial services.
• This had opened numerous opportunities for players in the digital lending market, including the ability to reach a wider audience, reduce costs, and streamline processes.
• Based on deployment mode, the on-premises segment attained the highest growth in 2022, accounting for nearly three-fifths of the global digital lending market revenue.

• Blackbaud continuously seeks opportunities to add value to customers and their constituents by investing in both innovation and ecosystem enablement through partnerships.
• "Our goal is to accelerate the impact of our customers first and foremost," said Liz Price, senior director of Global Partners at Blackbaud.
• This focus allows us to meet and stay ahead of what purpose-driven organizations need to accelerate their impact."
• In response, Blackbaud and SwipeTrack Solutions partnered to a create seamless and secure integration between Blackbaud Altru®, Blackbaud Merchant Services™ and SwipeTrack's XTruLink.