CAMPAIGNING FOR COMMON SENSE
Common Good (www.commongood.org) is a nonpartisan reform coalition that offers Americans a new way to look at law and government.
Legal constraints prevent our society from advancing in countless ways—economics, education, health care, infrastructure, etc. We needed to reach the right audience of Americans who could be compelled to spread the word and ultimately affect policy change in Washington.
Our strategy centered around communication across Common Good’s existing social channels (i.e. Facebook, Twitter, Instagram, and a private email newsletter) as well as a new website. Our content strategy incorporated traditional media (i.e., narrative videos and op-ed pieces on major news publication websites) as well as a consistent stream of new content posted to all social channels.
The website is a central hub where people can learn about the cause, read specific examples of the issues, and ultimately sign up for a newsletter and petition.