A cracking idea from the Conservative Party. Supporters (or not) can send in their 30 sec clip about how they would improve their local environment and the best will feature in one of the Conservative Party election broadcasts. Excellent way of involving people.
For it to truly work though they will need to complete the loop and ensure that where they do take power they act upon the input appropriately.
The idea reminds me of one of our earliest posts about scripts for a 30 sec ad on getting people to vote.