The 'People's Budget' campaign called for defunding the local police budget in Houston, TX. The goal of this campaign was to tap into the conversations millennials were already having about local policing practices, and convert it into action.
First, it was essential to understand the target audience Right2Justice wanted to reach. Through research, interviews, and surveys, we were able to draft an audience avatar, journey, and empathy map. These artifacts created a shared image of whom we were trying to reach. So, we can make informed decisions and deliver content that entertains and brings value to our target audience.
We spent most of our time putting out specific and useful awareness content that educated the audience in an approachable way. Through this process, we were able to demonstrate leadership and build earned authority. We understood that earned authority was central to motivate the audience to take action.
We had three goals driving the campaign:
Educate millennials on alternatives to existing policing practices.
Create awareness about the upcoming Budget meeting and funding of Houston Police.
Demand a cite and release ordinance.
Call to Action Content
One of our key success measures was to have 50 young people register and commit to public comment on the 'cite and release' ordinance. We 5x the goal with 250 sign ups!
Celebrity shares help establish authority and loyalty with your audience.
Kendrick Sampson sharing our content helped amplify our conversation and reach our goal to get young people to take action by signing up to speak at the public hearing.
Real-time monitoring helps track audience sentiment and shape future content.
Here we see that Andrew was motivated and took action yet saw disappointing results. We acknowledged and responded to the disappointment; however, keep the conversation going👇🏽check how below.
Continuing the Conversation
How you respond when things go wrong is most important. We understood despite the unfavorable outcome, we had to educate the audience on the budget. We shared their disappointment but tried to move forward and appeal to their curiosity. Demonstrating the more extensive collective action, they were participants of - President Trump's executive order.