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Homemade videos by a Vancouver filmmaker featuring scenes of his toddler’s escapades and shots of a friend’s Pomeranian named Nacho are fast becoming the indie hit of British Columbia’s electoral reform referendum.

Joel McCarthy said his four videos in support of proportional representation have already been viewed up to 900,000 times, giving him a huge sense of satisfaction that he may be playing a part in changing the province’s voting system.

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Prof. David Black, who teaches communications theory at Royal Roads University, has viewed the 28-year-old filmmaker’s videos and said he believes McCarthy has produced a hit with young voters.

Millennial voters are more interested in understanding how issues blend together as opposed to older voters who look to draw lines between opinion and facts, said Black.

“What we’re seeing in these videos is not so different than what we see in the Trevor Noah or Stephen Colbert shows,” he said. “Ironic, mocking, kind of post-modern mash-up style, audio dubbing and breaking down traditional barriers between information and entertainment, between opinion and straight news.”