DA enters bold new era of political campaigning

Helen Zille, Leader of the Democratic Alliance
19 February 2009

I am excited to launch two new websites that will revolutionise the way that the DA campaigns and interacts with the public.

When we relaunched the party last November, we said that it was not just a branding exercise but a fundamental reorientation of our party. We said that the DA was no longer a party of opposition, but a party of government. We said that our candidate lists would be the most diverse of any party.

We also said that the party would be different in the way it campaigns and interacts with voters. This new digital strategy will reach South African voters in exciting and groundbreaking ways. Our approach is to build a personalised relationship with the DA’s supporters by involving them in our activities and campaigns.

Our spokespeople will no longer just be those who are elected into Parliament, but every supporter who will be empowered to take our message to the voters in their own way. This is a new move, not without risk, but we believe that this ‘multiplier effect’ is the right thing in the context of open, accountable media that empowers all people.

This strategy gives effect to the DA’s vision of an open, opportunity society for all. The era of one-way communication from a political party is over. We are opening our doors to every South African who wants to become involved and help us build a better South Africa.

In addition to our existing party activists, we have signed up over 6,500 volunteers in the last three months through our www.contributetochange.org.za website. We aim to have over 10,000 by Election Day. These volunteers, all of whom we are in touch with online or via SMS have signed up to help us canvass, campaign door-to-door, assist with fundraising and help out at events and rallies.

I wish to use this opportunity to make an appeal to all DA supporters to sign up to the volunteer programme and to help us fund this election via an online or SMS donation.

This is an exciting time for the DA and for South African politics. We will harness every resource – human, financial and technological – to grow the DA and bring about real change in our country.