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The Dear John website, which carries the message ‘We don’t care who you go out with next, as long as you dump John now’, is catching on with young fashion conscious voters in the campaign against Howard this election. Viral marketing, condemned as underhanded advertising, has been hijacked and sexed up by the politically motivated young designers behind Dear John. Thousands of networked young people are forwarding jokes and messages to their friends every day. Stuart Geddes, co-initiator and designer says, ‘Visitors to the site are numbering at 3,000, with hits exceeding 100,000 since the site went live 2 weeks ago.’ ‘Writing a Dear John letter on a Gaffa tape t-shirt is going to get young people thinking, talking, caring about more than just watching ‘The Worm”, Geddes said. Web surfers can customise their own Dear John t-shirts, posters and badges, which can all be downloaded free from the ‘media-rich culture-jamming arsenal’ on the website, making it ‘quick and easy to look cool whilst being political’. Donate To New MatildaNew Matilda is a small, independent media outlet. We survive through reader contributions, and never losing a lawsuit. If you got something from this article, giving something back helps us to continue speaking truth to power. Every little bit counts. 
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