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‘May the 4th be with you’ started as a pun shared by hard core fans who quickly connected with each other on the internet. Soon it became a ​grassroots tradition which fans all over the world soon proclaimed as ‘Star Wars Day’.

This simple idea, though not created by Lucasfilm, was eventually embraced by the company. They helped spread the spirit of #StarWarsDay and even showcased fan activity. Since then, numerous official and unofficial partners have offered sales, giveaways, exclusives, and even hosted parties to honour the day.

How far did this humble grassroots movement go?

On May 3rd, 1979, Margaret Thatcher won the British elections on a Conservative ticket and became Britain’s first woman P​rime M​inister. To celebrate their victory, her party took out a half page ad in the London Evening News the following day. This message referring to the day of victory, was ‘May the Fourth Be With You, Maggie. Congratulations.’

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All around the world, fans have readily embraced ‘Star Wars Day’ whether through viral social media memes, movie marathon parties, unusual Star Wars cocktails… it just seems to get more creative by the year.

And the truth is the force has always been in the hands of the everyman.

In China, on May 4th, 1919 Chinese university students from across Beijing launched a movement that changed the cultural and political trajectory of modern China. The May 4th Movement saw Chinese student leaders protest against what they viewed as their Government kow-towing to the whims of Western powers at the Treaty of Versailles. Forced into action by China’s young intellectual class, the Communist Party of China was founded two years later. Mao Ze Dong cited the May 4th Movement as a “new stage in China’s bourgeois-democratic revolution against imperialism and feudalism”.

But while so many of us are hoping and praying for some kind of reform, change itself seems both daunting and elusive. Blatant gerrymandering, rumours of the incumbent party’s nefarious actions in past elections, and the naïve #undirosak campaign… it’s easy to lose hope.

And that is precisely why as our nation approaches the final weekend before polling day on May 9th, we must remember that the force is truly in our hands. You are the straw that breaks the camel’s back, the feather that tips the scales of power.

 

Together we can make our May 9th  as significant as May 4th

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How would your brand participate in the golden age of the geek?

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