12/23/20 | The Lens ~
A new campaign by the Washington Policy Center titled “Free Markets Destroy” aimed at a younger audience has gained significant online traction.
At a time when polls indicate young adults are embracing socialism in greater numbers, a new project from the Washington Policy Center touting the power of the free market has gained significant online traction.
The project, titled “Free Markets Destroy,” launched in May and has reached more than 10 million social media accounts along with one million views for its videos highlighting the role the free market plays in eradicating problems including hunger and disease.
The unusual brand name is part of an effort by WPC’s creative partner Emergent Order to appeal to the target audience between the ages of 18-34. Emergent Order created the popular YouTube video featuring a “rap battle” between economists John Maynard Keynes and Friedrich A. “F.A.” Hayek over their respective philosophical views of the market. Keynes argued that governments should increase spending and expand the currency supply during an economic recession, while Hayek advocated the economic belief that government meddling in the economy by manipulating interest rates results in a “bust-boom” cycle. The video currently has 7.4 million views.
During the project’s unveiling in May, Emergent Order CEO John Papola said that “we are fundamentally focused like a laser on this young audience, what they love, what they want to see…versus triggering them.” He added that the campaign’s tone and approach may not be “what you and I might like, or want to hear, or understand. We judge creative things by our gut, whether it feels right to us.” (READ ABOUT FREE MARKETS DESTROY)