MailPOW issued the following:
Strange but true: greeting cards are going negative. The United States Postal Service has recently agreed to promote talking cards to deliver political attack messages to voters. MailPOW ensures that anything you say can and will be mailed against you. USPS is now featuring MailPOW in a media marketing kit developed for political consultants to use in this election. According to company founder Crystal Martin, of Yuba City, Ca, “MailPOW leaves an impression that POWers voters from the mail box to the ballot box.”
The USPS made the right move. Just like the powerful reaction voters have to negative political TV ads, talking mail makes a big impression.”
When opened, most of the cards play an audio clip of a political opponent saying something they wish they could forget. Like a musical birthday card, the sound automatically starts when the card is opened, and stops when it is closed.
The MailPOW talking political card is the first of its kind, and has been used by politicians such as U.S. Rep. Russ Carnahan, organizations like AARP and AFSCME, and many others to elicit an emotional reaction from voters. Says Martin, “The USPS made the right move. Just like the powerful reaction voters have to negative political TV ads, talking mail makes a big impression.”
Talking attack mail is the latest weapon in the political arsenal. MailPOW has proved effective in many campaigns and is a great way to use mail to talk directly to potential voters.”
· American Bridge 21st Century used Todd Akin’s rape remark on a talking political card:
U.S. Rep. Russ Carnahan deployed the new attack tool, using his rival’s own voice, as Carnahan sought to portray U.S. Rep. William Lacy Clay Jr. as more beholden to donors than to his constituents.
A similar, more primitive ad went out in Delaware, when AFSCME portrayed Senatorial candidate Christine O’Donnell as a witch by sounding a devious cackle when the ad was opened.
Using audio chip technology for the sound effects, the cards talk for up to 25 seconds. The sound clips have ample battery power to be opened and played at least 100 times.
Launched in 2010, MailPOW is the POWerful idea of Crystal Martin, a mom and political consultant from Northern California
Martin said, “I was running a particularly desperate congressional campaign, and needed a way to stand out to potential donors and voters. At the same time, my daughter was turning four and received three cards in the mail on the same day. One card had sound, the others didn’t. She threw the traditional cards on the floor, and proceeded to obsess over the talking card. I set out to recreate that novel reaction in voters.”
To date, MailPOW has created almost a half a million political talking cards.