As a participant in BBH's Griffin Farley's Beautiful Minds (a strategy boot camp & competition), I wrote this brief with a team of fellow strategists:
​
Brand Background:
Good Call is a free 24/7 emergency hotline that connects people who are arrested with a free lawyer and their loved ones, with just one phone call
The Ask:
Business Goal
Primary Task
Secondary Task
Raise $1M in donations
by 2021 to sustain
increased demand
Put Good Call on the map as a lead NYC racial justice organization to support
Enlist these racial justice supporters to become monthly active Good Call donors and advocates for the brand
Target Audience:
Gen Z can get us to our goals
1.3 people in NYC are ages 15-24.
​
That means, if 1 out of 6 Gen Z-ers donated $5, we would be able to raise $1 Million.
Their values match Good Call's values
Personal
Crowdfunding campaigns with personal videos raise 150% more than those that don't have videos
Radical
48% of Gen Z agree that it is "necessary to break the system to change the world"
Local
74% of Gen Z have "some" to "a lot" of trust in small or local businesses
The Challenge:
There's a dark side to radicalism: BURNOUT
91%
Gen Z said that they have experienced at least one physical or emotional symptom because of stress
Insight:
The biggest driver of burnout: not seeing the impact of your donation
We often focus on the problem but not enough on the positive impact
CATEGORIES
The Opportunity:
Snap Gen Z out of their burnout-induced apathy by focusing on the impact of people's time and money.
The Big Idea:
More Than Money
Inspire Gen-Zs to show that a donation to Good Call is #MoreThanMoney, it yields positive results that go beyond fighting a false arrest.
Communications Strategy:
Inspire Hope, Not Fatigue
We not only want to show the impact of our communities support, but we want to ensure our brand doesn’t become part of the “burnout problem”
Social media is a critical channel, but also where we experience the most fatigue. So where else can we show up in Gen Z’s lives?
Creative Work Examples (w/ rollout plan):