#PasstheERA
Do women have equal rights?
Introduced the Equal Rights Amendment to a new generation in innovative creative hackathon strategy #PasstheERA, which resulted in a collaboration with Buzzfeed.
Key insight: Don’t sell the issue, sell the shock. Our research proved that most people wrongly assume women are already guaranteed equal rights in the Constitution
If you are under 40, chances are you have not heard of the ERA. We focused on creating clever shareable memes and earned media in Millennial digital spaces. Ali Vingiano of Buzzfeed, who joined the creative hackathon, created an educational and entertaining Buzzfeed video in which I appear that has been viewed more than 250K times.
Without any paid media support, #PassTheEra was able to realize its goal in raising public awareness with 19M+ impressions on Twitter (including 1,200+ social shares and 450+ social), and industry press (including 1,230+ social shares). #PassTheEra was a finalist on Fast Company’s 2018 World Changing Ideas list.
