Analyzing Advocacy CampaignsDominick A. Namis

Internet Analyst Intern

Objectives

• To understand what makes public advocacy campaigns successful

• Develop recommendations to improve Mozilla’s public perception (brand equity)

• Drive awareness of key Internet Issues

• Educate people about threats to the Internet and introduce healthy internet behaviors

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Method

• Investigate and research public advocacy campaigns that drive brand equity and increase public awareness of various issues

• Analyze successful campaigns and highlight key success factors

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Issues FocusedCampaigns

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Issues• Environmental

Greenpeace

Keep America Beautiful

• Healthy Eating

Let’s Move!

• Smoking

truth

• Voting

Rock the Vote

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Issues Creative

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Success Factors• Using influencers/celebrities to gain support from online communities

• Having relatable perspectives

• Leveraging pop culture

• Including a call to action

• Stating a clear enemy

• Playing on emotion

• Being race & gender diverse

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Deep Dive

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Influencers Social Media

Compelling Story Relatable Pop

CultureCall to Action

Support from Online Community

Existing Awareness Enemy Emotion

Keep America Beautiful Yes No Yes Yes No Yes No Some No Yes

Greenpeace No Yes Yes Yes Yes Yes Yes No Yes Yes

truth Yes Yes Yes Yes Yes Yes Yes Some Yes Yes

Let’s Move! Yes Yes Yes Yes Yes Yes Yes Yes No Yes

Food Revolution Yes Yes Yes Yes Yes Yes Yes No No Yes

Rock the Vote Yes Yes Yes Yes Yes Yes Yes Yes No Yes

truth Campaign

• Focused on framing not smoking as positive

• Visualized the effects of smoking

• Encouraged rebellion and made it cool not to smoke

• Primary audience: 12-17 year olds; Secondary: 18-24 year olds

• Exposed negative marketing from tobacco companies

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Brand FocusedCampaigns

Mission Driven Brands• AAA

• American Red Cross

• Children’s Miracle Network Hospitals

• Doctors without Borders

• TOMS

• Wikipedia

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Mission Driven Brands

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Success Factors

• Being instantly recognizable

• Really focusing on their consumer’s habit and behaviors

• Encouraging others to be a part of your mission

• Having your biggest supporters advocate for you/tell their story

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Deep Dive

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Influencers Social Media

Compelling Story Relatable Pop

CultureCall to Action

Support from Online Community

Existing Awareness Enemy Emotion

AAA No Yes Yes Yes Yes Yes No Yes No Yes

American Red Cross Yes Yes Yes Yes No Yes Yes Yes No Yes

Children’s Miracle Network Hospitals Yes Yes Yes Yes Yes Yes Yes Yes No Yes

Doctors without Borders Yes Yes Yes Yes Yes Yes Yes No No Yes

TOMS Yes Yes Yes Yes Yes Yes Yes Yes No Yes

Wikipedia No Yes No No Yes Yes Yes Some No No

American Red Cross• Created a “surround sound” effect by showing how other

people are contributing to the ARC

• Had a variety of smaller campaigns focused on specific topics (holiday donations, give something that means something)

• Created multi-channel campaigns that was a hybrid of direct response and branding to lift TOTAL response

• Show people how their donations are spent/how they help other people

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Issues Recommendations

• Get Conscious Choosers to model healthy internet behavior by highlighting the realities of today’s Internet and ways they can help.

• Have people take a moment to reflect and become more aware of the consequences of not taking action

• Speak in a different voice, with a different tone, and with a different perspective, to connect on a different level

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Brand Recommendations

• Get Conscious Choosers to understand that Mozilla empowers them online by showing examples of Mozilla’s work for an open & accessible Internet

• Work along with influencers that have reach and relevance to ensure messaging reaches the right people meaningfully

• Create clear visuals that touch people, show our existing efforts and tells our story

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–Albert Einstein

“We can’t solve problems by using the same kind of thinking we used when we created them.”