Mobilizing the Majority
New Morning Foundation came to us with an interesting conundrum. How do you find the 80 percent of voters in South Carolina who believe in age appropriate, medically accurate sex education, and how do you engage them in your legislative advocacy efforts?
Our Strategy
1. Reposition the brand
The foundation had an established e-advocacy group called Tell Them that targeted a young demographic with an activist-themed brand identity and message platform. We shifted the target to a more mature audience: South Carolina women “with a caring gene” and a sensitivity for social causes, particularly teen pregnancy prevention and other reproductive health issues. We repackaged the brand to reflect the style and sophistication of this more mainstream audience.
