A focus on impact
We strengthen the health, education, and safety of our country, and we settle for nothing less than a lasting impact on American life. Here's how we do it.
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53B
Impressions for our COVID-19 Vaccine Education Initiative. -
5x
The increase in the number of people who say they intend to support Feeding America since our campaign launched in 2008. -
1.39M
People potentially at risk for Type 2 diabetes who have completed our prediabetes risk test.
Stories of Impact
Bridget
Bridget is a determined little girl who loves learning, music and her family. She also has autism.
February 27, 2020
Rich & Carlos
Rich and Carlos came from different backgrounds, but the California wildfires brought them together.
February 27, 2020
Carissa
Carissa is a role model for her son and her community, but she didn’t always feel that way.
February 27, 2020
How a campaign comes to life
Our rigorous, research-based approach produces powerful campaigns that make a measurable difference in people’s lives. We do this through six key steps:
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Review
We perform a comprehensive literature review of all relevant research and prior communications programs before assessing the current landscape. -
Question
We interview top issue experts and utilize social listening tools to gather key insights on the cultural conversation and audience sentiment across all relevant platforms. -
Listen
We conduct custom qualitative research with our target audience to build actionable insights. -
Test
We use surveys to test initial hypotheses and messaging approaches and gather channel-specific insights from media planning tools. -
Refine
We use agile learning tools, UI/UX testing and rapid testing to gain immediate feedback, ensuring our message is optimized for our target audience. -
Engage
Our goal, always, is to reach the right audience at the right time with the right message that will empower people to create lasting change.
How We Measure Impact
Once the campaign has launched, our work has just begun. We focus on four key metrics to gauge what’s working and identify opportunities to increase awareness and engagement.
Exposure
We use the latest cutting-edge tools to track all donated media support, placement, impressions, and coverage to closely monitor our reach.
Awareness
We utilize a continuous tracking instrument that provides us with a steady read-out on awareness, attitudes and behaviors—and we also conduct point-in-time tracking surveys.
Engagement
We track engagement across campaign websites, social media platforms, and other digital properties.
Impact
We measure attitudinal and behavioral shifts among the campaigns target audience—and we monitor external data trends in research conducted by government agencies and other nonprofits.
Case Studies
Love Has No Labels
This iconic campaign has unified the nation, proving there's an appetite for content that brings us together. For one activation, the team at R/GA worked with us to transform the traditional sports stadium kiss cam to the “Fans of Love” cam, we showcased love in all its forms: friends, families, and relationships across race, age, religion, sexual orientation, and ability.
85% of Americans consider themselves to be unprejudiced.
85% of Americans consider themselves to be unprejudiced.
Lung Cancer Screening
Created with Hill Holliday, the Saved by the Scan campaign has significantly increased awareness about the potentially life-saving lung cancer screening.
If each of the 8M Americans at high risk were screened, about 25,000 lives would be saved by the scan.
If each of the 8M Americans at high risk were screened, about 25,000 lives would be saved by the scan.
CREATIVITY. CAUSES. AND YOU.
Together we can do so much. Let’s talk about how we can partner to help change the world.