Responses by Casey Halter, writer/strategist, Trollbäck+Company
Background: Our work with United State of Women (USOW) produced an inclusive, intersectional social media campaign that was designed to boost the number of new applicants for its 2019 Ambassador Program. We created 75 simple, yet colorful assets for use in the campaign, including an announcement video, images, animated shorts, quote cards and Instagram stories. #RaiseHerVoice aims to reach new audiences from diverse backgrounds from all 50 states and U.S. territories. USOW’s ambassadors work to connect and amplify the work of activists of every identity, race and level.
Reasoning: Our biggest strategic recommendation was to add a nomination component to the campaign, encouraging people not only to apply to the program, but also to pass on the information. This enabled USOW to seek out advocates who may have otherwise passed under the group’s radar. It also was designed to empower people to fill out an application on behalf of their friends.
Challenges: It can be hard to get the word out and attract people online when a lot of important advocacy happens on the ground, so we wanted to lean into a more grassroots approach than your basic social media awareness campaign. We also worked hard to use inclusive imagery to balance out the name United State of Women and make sure that trans and gender nonconforming advocates also felt welcome.
Favorite details: The simplicity and vibrancy of this campaign, which shows that a social media campaign doesn’t need to be flashy or overly technical to have a major impact online. Another big component of this was creating a branded hashtag, #RaiseHerVoice for a more inclusive message, encouraging people to spread the word online. USOW ultimately received a plethora of applications, with more than half coming from the new-to-the-program states.
Visual influences: The colors drew inspiration from the diverse spectrum of people in the movement. Copy and graphic animations reinforce their eagerness to raise up every woman, while icons and imagery speak to a broad audience. Banner images also follow a through-line of “speaking up” with a graphic treatment of multicolored lips starting a conversation and raising campaign awareness, while another version depicts sound waves and gender-neutral profiles.
Time constraints: After onboarding with the Creative Alliance and USOW, we were asked to concept, design and ship the project in three weeks from start to finish in order to meet USOW’s application entry deadline. For this reason, we chose a type and voice-driven direction with simple graphic shapes that would be easy to execute and riff off of in perpetuity with a tiny team. Since the project was executed pro-bono during the industry’s busy season our staffers had to dedicate a lot of their time after-hours. Using a modular copy system, focusing on static posts interspersed with short bursts of animation, and a strong central metaphor allowed us to do that without losing sleep.