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Posts Into Letters

basics
Industry: Media & Publishing
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
The US has more mass shootings than any other country. Deeply embedded gun culture coupled with the influence of a wealthy pro-gun group, the NRA, keeps military-grade assault rifles and guns in the hands of citizens and teenagers. After each gun tragedy, Americans take to social media to voice their concerns and vent their frustrations. Though 93% of the public believes something must change, few actually contact their representatives directly. In fact, 96% of Capitol Hill staffers reported in a recent survey that handwritten letters are the most powerful way to influence lawmakers’ policy decisions. The leaders of the American gun control movement set out to compel their fellow Americans to amplify their own social media posts through behavior change. The shift from only posting gun control opinions on social media, to also mailing them to representatives, would amplify each American’s posts into something that Congress can’t ignore.
Strategy
We gathered data that 93% of Americans want increased gun control. These Americans are our target audience. We built relationships with the leaders of the American gun control movement to engage with this audience. Our target media was social, where the content needed to create our letters is published. In order to channel the people behind these posts to our platform, we needed our credible third parties to promote our cause. Our PR plan was for the leaders of the American gun control movement to promote our initiative on their social media pages. With followings reaching the millions, each student leader was an invaluable addition to our cause. This initiative began with word of mouth. The participation of the leaders of the American charge for gun control grew it into a movement.
Relevancy
After the school shooting in Parkland, FL, survivors became national figures and leaders in the gun control movement, with millions of followers, a million marching with them in DC, and 30 million watching them speak on TV. Their followers echoed their cries for change on social media. But posts don’t influence policy. Handwritten letters do. These leaders compelled people to use the handwriting of Joaquin Oliver, who was killed in the shooting, to turn their posts into letters to Congress for change. Their involvement sparked dialogue and behavior change, aligning Change the Ref with Americans who want to influence legislation
Outcome
Through PR, Posts into Letters became a huge success. There have been 1MM impressions per day since the campaign launched. Emma Gonzalez, David Hogg, Manuel Oliver, and the March for Our Lives students all organically used their social media to promote the movement. All posted about the project multiple times. Each post was personalized to our project, spoke to how moving the project is in a genuine tone, and reached their millions of followers. Since these people are the leaders of the American gun control movement, their followers are comprised of our target audience, and were particularly receptive to this initiative. Over 1/3 of the people who engaged with these posts re-posted about the project. They also went to our web platform, where each unique visitor spent over 3 minutes creating letters. This PR push led to the creation of over 10,000 letters in Joaquin (shooting victim’s) handwriting. These letters are tangible proof of behavior change, from people only posting gun control opinions on social media, to directly communicating them to their representatives.
Execution
We were able to reach millions of people with our message.; We launched our initiative with strong support from the leaders of the gun control movement. Emma Gonzalez, David Hogg, and the March for Our Lives students all tweeted passionate endorsements of the project and asked their millions of followers to participate. Manuel Oliver, Joaquin’s (shooting victim and child behind the handwriting) father, also shared this initiative across his non-profit, Change the Ref’s, social platforms. These posts created a far reaching ripple effect of retweets and conversations. Everyday, our number of unique daily visitors continues to grow, as does the number of letters being sent directly to Congress with no additional effort from us.
CampaignDescription
The idea is simple: compel Americans to convert their posts into letters in Joaquin’s (Parkland victim) handwriting and mail them to Congress. The leaders of the gun control movement, student survivors of the Parkland, FL, school shooting, compelled people to turn their ineffective social media posts about gun control into effective letters for Congress. These letters were written in the handwriting of Joaquin, one of their classmates who was killed in the Parkland shooting. These student leaders used their social media accounts, with followings up to the millions, to urge people who want gun control to go to our web platform and create a letter for their congressperson about it. By partnering with the leaders of the American gun control charge, this initiative was able to grow into an American movement.
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awards
Cannes Lions International Festival of Creativity 2018
Silver PR
Single Country Campaign
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Social Platforms
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Innovative Use of Social Media
Latest Updated
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