Legal constraints prevent our society from advancing in countless ways—economics, education, health care, infrastructure, etc. We needed to reach the right audience of Americans who could be compelled to spread the word and ultimately affect policy change in Washington.
Our strategy centered around communication across Common Good's existing social channels (i.e. Facebook, Twitter, Instagram, and a private email newsletter) as well as a new website. Our content strategy incorporated traditional media (i.e., narrative videos and op-ed pieces on major news publication websites) as well as a consistent stream of new content posted to all social channels.
The website is a central hub where people can learn about the cause, read specific examples of the issues, and ultimately sign up for a newsletter and petition.
We produced hundreds of pieces of original content distilled from a decade of long-form content for distribution across all social channels.
We spent weeks with the client's stakeholders reading white papers, books, and video recordings and pulling out the most compelling stories and facts spanning seven different categories: Infrastructure & Environment, Schools, Obsolete Law, Lawsuit Abuse & Fear, Jobs & Economy, Dysfunctional Government, and Health Care.
All of the images, video, and copywriting were designed and produced in-house by ATTCK.
The official launch (8/1/16) was orchestrated as a multi-step announcement beginning with a Monday morning Huffington Post article authored by Common Good Chairman of the Board, Philip K. Howard. Following immediately were social announcements across all social channels, all directing users to like and share social posts and ultimately watch a YouTube video describing the problem and instructing viewers on how to help. Lastly, both ATTCK and Common Good newsletters were sent announcing the official launch.
As the campaign is ongoing and has been well received by our target and the public in the form of social channel engagement and newsletter sign ups.
