By Alicia M. Cohn - 07/20/12 03:49 PM EDT
"This ground up approach to organization-building has been a hallmark of the Obama campaign, and the president and first lady often remind voters about the impact they can have by getting engaged on the community level," the campaign said in a statement on Thursday. "By taking it one step further and encouraging supporters to start small, the campaign aims to engage new people and build its organizational reach even further."
In the video and on the conference call, the first lady introduced the initiative by referring to her own door-knocking days in support of her husband's political campaigns.
"I'll always remember how not long after Barack and I got married, the two of us would take a couple of our friends along to collect signatures for his very first campaign for the state legislature," she said in the video. "We'd knock on doors, we'd get to know our neighbors and talk to folks about the issues right on their front step and even in their living rooms.
"And that kind of one-on-one outreach, that belief that one person can inspire another, that's powered every single one of Barack's campaigns," she said. "And this time around, it's going to be more important than ever before. As Barack has said, this election's will be even closer than four years ago."
In several speeches on the campaign trail, the first lady has urged supporters to "multiply yourselves." In the new video, she suggests practical ways to do so: “Every time you take action to move this country forward, we’re asking you to inspire one more person to join you" in knocking on doors, registering voters, attending events, or going to the voting booth on Election Day.
“That one new voter you register in your precinct. That one neighbor you help get to the polls on November 6th — that could make all the difference," Michelle Obama says. "That one conversation you have. That one new volunteer you recruit. That could be the difference between waking up on November 7th and feeling the promise of four more years or asking yourself, ‘Could I have done more?’ ”
The campaign did not release any further information about plans for the "It takes one" initiative.