Media-jacking is when you take over a media event. Politicians and corporations, in particular, have much bigger media budgets and and are able to attract press to their events. Through well-planned creative interventions, however, you can refocus things and highlight a different side of the story.
Sophisticated media-jacking uses your target’s own story against them, so try to aim for instances in which you are able to do this.
Find A Hook.
One of the most bold examples of this occurred in 1991 during the first Gulf War, when the anti-AIDS organization ACT UP burst into a CBS TV studio during a live primetime news broadcast and took over the set, chanting “Fight AIDS, not Arabs.”
Article adapted from Beautiful Trouble by Beautiful Trouble, various authors, which is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.