Homegrown strategist

KYLE BERGER

During the recent American presidential election campaign, hundreds of well-produced commercials, endorsed messages and images filled TVs, computers and Twitter feeds like never before, and more than a few celebrities appeared in humorous videos on behalf of their favorite candidate.

Comedian Sarah Silverman starred in a humorous video called Let My People Vote, which called out new voter identification laws that were thought to work against Democrats. Another notable example is Samuel L. Jackson, who lent his commanding figure to a video called Wake the F--- Up, which was a play on another video he made that narrated a humorous book by Adam Mansbach. Each video has millions of views to date. However, what most people won’t likely know is that a former Vancouverite played a significant role in making these and other similar campaign videos happen.

Mira Oreck is a senior associate for the consulting firm Moore and Associates in New York. Her firm was hired to represent the Jewish Council for Education and Research (JCER), and Oreck became one of their strategists.

JCER had produced The Great Schlep video in 2008, also starring Silverman, and the organization wanted to continue that kind of advocacy this time around.

“This election cycle, we felt it was important to continue in the tradition of combining humor with hard political facts as a way to break through to the masses,” Oreck said. “We also knew that as a super political action committee, we were able to do and say things that an electoral campaign could never do, such as swearing, being blunt, etc. So we combined our strategic position with our belief in the importance of artists, comedians and musicians in the political sphere to reach beyond your average political audience.”

Oreck, born and raised in Vancouver, explained that, despite the use of humor, the messages were serious. “We came up with the idea for Wake the F--- Up because of an ongoing concern that Obama’s base, Jewish and beyond, was apathetic in the months leading up to the election,” she said.

The most recent video, Call Your Zayde, was a spoof on the recent pop hit, “Call Me Maybe,” by Carly Ray Jepsen.

For that project, Oreck had the chance to work with another former Vancouver Jewish community member, longtime friend Jeff Lieberman.

“Jeff and I have been friends since we were kids and worked together on the local and regional board of United Synagogue Youth in high school,” explained Oreck. “Jeff is a very talented director based in New York City, with a particular affinity for work on Jewish films. He co-directed and edited the video, which was done in the days leading up to, during and after Hurricane Sandy.”

Oreck said growing up in the Jewish community inspired her to get involved, especially through the example of her parents, Carol and Peter.

“My parents were involved peripherally in elections and political parties, but the basis for their engagement – and my exposure – was through our synagogue, Federation and the JCC,” she explained. “I was deeply involved in USY and Camp Ramah as a teenager and that experience gave me leadership skills, shaped my social justice values and taught me how to be an organizer.”

Oreck added that she believes strongly in civic engagement and the responsibility to be active regardless of what citizenship she holds, and said that she cared deeply about the outcome of the American election.

“It’s hard for me that I can’t vote as a Canadian living in the States,” she said. “Because of that, it feels especially important to get involved in campaigns and do whatever I can to contribute to the democratic process. I wanted to see Obama re-elected.”

Though federal election campaigning will be quiet for awhile, Oreck said that her firm will continue to work with social-change nonprofits, government agencies and political candidates to help shape the public conversation around important issues.

“Despite what feels to many like a nonstop election cycle in the United States, we are focused on advancing a number of issues with clients working at the local, state and federal levels,” she explained.

No word yet on which actor or singer will be featured on their next viral video.

Kyle Berger is a freelance writer in Richmond.

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