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    A CASE STUDY – Measure C

    Standing up against Big $$$

    A community rises up.

    Greg Montemurro and his company, 4siteVideo, represents citizen activism at its best. When a big box, mall development was planning to build in Redondo Beach, Montemurro, a resident of the city, delved deeper.

    His career as a professional news videographer, editor and producer, taught him to first learn the facts, which took him to the headquarters of the developers, CenterCal, where he learned that the developer was indeed planning an oversize series of structures at water’s edge, near the Redondo Beach Pier.

    The impacts of the project would affect the community for decades to come and yet the community knew little about what was actually being planned by its officials.  It was hardly what most residents wanted. A Mall at the Beach? More Traffic? Huge Parking Garages, Obstructing Views?

    So Montemurro aligned with the opposing group, Rescue our Waterfront, who had gotten a measure on the upcoming ballot, in an attempt to halt the project.
    CenterCal, had over ½ million to spend on promoting their development and was well in the lead. Their vision close to becoming a reality.

    With just weeks away from a crucial vote, Montemurro began producing short, impactful, and humorous clips that really resonated with the community

    Montemurro turned to another former news journalist Heidi Cuda to help promote other city candidates who aligned with this cause. The stream of videos were heavily shared across social media. The Community came together to protest, and further get their message out.

    Measure C was passed overwhelmingly to defeat the development and new council members and a new town mayor were elected.

    Here is a collection of some of the videos used in this campaign

    Bellow are examples of some of the social media posts.

    We targeted the community through Facebook posts.
    • The Bird chirps loudly!
    • Jeep Sings the Blues
    • Residents Speak Up

    Residents Speak up

    And Finally a shout out from the head of Rescue our Waterfront

    Touting the efforts of 4siteVideo

    As the President of Rescue Our Waterfront (ROW), I managed a political campaign in Redondo Beach. ROW is a grassroots community organization which wrote a law changing zoning in our harbor to stop a mall from being built on our coast. Our Yes on Measure C campaign was up against a corporation which spent $525,000 to try to defeat us and build their mall. Our total budget was around $20,000.

    4siteVideo with lead Creative Producer, Greg Montemurro produced a series of videos that instantly captivated the community though social media and helped get our message out.

    We were blown away by the success! These videos quickly went viral, the first garnering nearly 100,000 views. Ten more videos followed with similar success, each creative in their own way. One music video helped reach out to a younger demographic we were lacking. These videos certainly gained attention for our cause and got us votes. I cannot emphasize enough how important Greg was to our successful election, which won with 57% of the vote.

    Even the local papers recognized the impact Greg had. On March 8, the Easy Reader News wrote “However, Measure C seemed to capture the imagination and passion of voters. As the election came to a close, viral videos and creative images began circulating via Facebook.” That is a direct reference to the work of Greg.

    Our success would not have been possible without Greg and his team. He was easy to work with and creative. Since I was busy juggling a campaign, it was a relief that Greg used his own creativity to make amazing videos with a huge impact with minimal input from me. I would provide a few concepts or ideas and then allow Greg to run with it. The final product was always better than I could have imagined.

    Greg was my secret weapon to win Yes on C. He was supported by a great team, with news journalist Heidi Cuda, helping us convey our message through interviews and social media. To the entire 4siteVideo team, thanks for your help saving our coastline!


    MARTIN HOLMES – President of Rescue Our Waterfront (ROW)

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