When led with a robust communications campaign, “impact litigation” can be an effective tool to address imbalances of power and influence public opinion.
During a recent Communications Network webinar, Adam Umhoefer and Felix Schein, two prinicipals involved in the fight to overturn California’s Proposition 8, discussed the role a fully integrated communications campaign played in changing the public conversation about marriage equality. They also described how the public campaign helped lead to last June’s historic Supreme Court ruling granting all couples the right to marry.
Want to Make a Point? Don’t Use Unicorns.
In this installment of Zero to Ninety, Bill Albert (@balbert1), chief program officer, The National Campaign to Prevent Teen and Unplanned Pregnancy, offers do’s and don’ts for breaking through the “clutter cacophony.”
Let’s Get Emotional!
Want to Create Change? Try Influence.
To successfully achieve big social change goals, it’s not enough to just identify the key decision makers. You also need a strategy for influencing them to do what you need them to do. In our latest Zero to Ninety segment, Kristen Grimm (@headspitfire), president of Spitfire Strategies, walks you through a field-tested approach for wielding influence to create change.
Guest Post: Kate Emanuel, The Ad Council
Climate change, education reform, obesity prevention, cancer … name your issue. As communication professionals, we’re all tackling very complex social problems that call for very complex solutions.
I don’t have to tell you–grabbing the attention of target audiences you need to engage, regardless of your issue, is an uphill climb. You have to overcome a fragmented media landscape and substantial message clutter.
That’s why, no matter to whom you are talking—consumers, donors, volunteers or policymakers—you need to be clear and single minded.
That’s where research can make the difference.