What actions do you want people to take?
Attend/sign up for an event
Provide contact info/sign up for emails
Interact with the subbrand
Become a part of conversation
Come back to the site/visit other content on the site
Follow on social
Volunteering in community
Supporting local economy
Donate to II
Share their stories
Find out how to contribute
What makes this campaign unique?
Driving action that is different than the norm
Will kick off impact focused work for the org
Solutions-oriented instead of problems
Positivity and hope & FACT
Targeting a new audience
Innovative with solutions/thinking outside the box
Encouraging two-way dialogue
Meeting this audience where they are, in the past, not getting to the issues for the individual, more showing a scholarly view of things
Differentiate II from other orgs, specifically in how they talk about the issues
Found an opportunity in this market, others think tanks put little effort into younger audiences
This audience may have been abandoned in the past
Located in Bay Area, whereas most are in DC or east
Grassroots efforts in Oakland/East Bay
Using the genre of comedy to talk about these issues
What information do you want people to walk away with?
Opportunity to connect with other people,
narrative (also a differentiator)
Create an "aha" moment
, we all have this issue, but understanding new ways to approach the problem
, that they can help solve problems, eg, housing problem in CA
That one individual taking a stand or taking action can make a huge difference
Free markets can empower people
What free markets are!
That II and the campaign are nonpartisan
Political change may not be the place of greatest impact
That II can help them on their "hero's journey"
Four areas of impact