Distribution During The 2008 Campaign
Fairey began screen-printing posters soon after completing the design and showing it to Yosi Sergant. Initially, he sold 350 and put 350 more up in public. Beginning with that sale and continuing throughout the campaign, Fairey used proceeds from selling the image to produce more of it; after first printing, he made 4,000 more that were distributed at Obama rallies before Super Tuesday. He also put a printable digital version on his website. As Fairey explained in an October 2008 interview, the image quickly went viral, spreading spontaneously through social media and word of mouth.
After the initial 700 posters, the Obama campaign conveyed through Sergant that they wanted to promote the theme of hope, and most of the posters sold by Fairey subsequently had the word "hope" and later "change" instead of "progress"; the obey star was also absent from later versions. By October 2008, Fairey and Sergant claimed to have printed 300,000 posters (with less than 2,000 sold and the rest given away or displayed) and 1,000,000 stickers, as well as clothing and other items with the image sold through Fairey's website, in addition to copies printed by others. According to Fairey and Sergant, proceeds from sales of the image were used to produce more posters and other merchandise in support of the Obama campaign, rather than direct profit for Fairey.
Read more about this topic: Barack Obama "Hope" Poster
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