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.
Metro stations near the Capitol were plastered with posters pushing for environmental protection.
Running in hospitality industry magazines, these ads pointed out that smokefree was the new normal.
Even technical policy issues have human stories behind them.
Why are so many kids stranded in poverty? A new way of looking at child support.
A generation of women passes along the knowledge of what restricting abortion really meant.
Statistics tell a powerful story if they're brought close to home.
Peers listen to peers. For more casinos to go smokefree, owners needed to hear from the casinos that went first.
An early ad in a 100+ series calls out movie stars who smoke in kid-rated movies.
The CDC reports that R-rating movies with smoking would save a million lives.
Positions movies with smoking as deadly disease vectors, like mosquitos.
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.
We walk all the way
around a problem
and look for new
What tools can we use to change the calculus?
WHAT WE DO
What's the evidence?
What story does it tell?
What assets? What timing?
What channels reach the decisive target?
and problem solving.