DO YOU HAVE THE TOOLS TO CHANGE THE WORLD?

 

Bumper stickers, t-shirts and tweets don't change the world.

Those are just the party favors. Real change requires a good-sized

hammer and a thoughtful plan for where to swing it.

 

  [ 1 ]
HEAVY
LIFTING

How to move the
big and stubborn.

  [ 2 ]
NO MORE LOUD-
SPEAKERS

 

Ask questions to
start a conversation.

  [ 3 ]
WHO
REALLY
DECIDES?

 

Know your target.
Learn what it wants.

  [ 4 ]
IT'S NOT
ABOUT
YOU

 

Your audience asks,
"What's in it for me?"

  [ 5 ]
LOOK FOR TROUBLE

 

Assume nothing.
Expect surprises.

All about time and place...
All about time and place...

Metro stations near the Capitol were plastered with posters pushing for environmental protection.

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Be the winning side...
Be the winning side...

Running in hospitality industry magazines, these ads pointed out that smokefree was the new normal.

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What's at stake...
What's at stake...

Even technical policy issues have human stories behind them.

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Start with questions...
Start with questions...

Why are so many kids stranded in poverty? A new way of looking at child support.

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A single powerful image...
A single powerful image...

A generation of women passes along the knowledge of what restricting abortion really meant.

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Put faces on numbers...
Put faces on numbers...

Statistics tell a powerful story if they're brought close to home.

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Trusted testimonials...
Trusted testimonials...

Peers listen to peers. For more casinos to go smokefree, owners needed to hear from the casinos that went first.

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Naming names...
Naming names...

An early ad in a 100+ series calls out movie stars who smoke in kid-rated movies.

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A simple solution...
A simple solution...

The CDC reports that R-rating movies with smoking would save a million lives.

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Strategic framing...
Strategic framing...

Positions movies with smoking as deadly disease vectors, like mosquitos.

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1/1
HOW IT WORKS

No matter how passionate you are about an issue,

follow a cool, logical sequence to design a winning strategy.

Here are five tutorials to get started.

Identify your decisive audiences, analyze their
incentives and know what communications channels
reach them. Only then, design your messages. 

FOR EXAMPLE

 
360°

We walk all the way

around a problem

and look for new

opportunities.

Policy analysis

 

What tools can we use to change the calculus?

WHAT WE DO
Advocacy research

 

What's the evidence?

What story does it tell?

Campaign planning

 

What assets? What timing?

What channels reach the decisive target?

Creative direction

 

Messages, design 

and problem solving.