Powerful motivation needing direction.
The 22×20 campaign’s goal is to inform and lead 22 million voting-age teenagers to the polls in upcoming U.S. elections. By partnering with community leaders, educators, students, and corporate sponsors, this talented team of changemakers aims to stimulate curiosity and disavow misunderstanding among young people about the political process—particularly the importance of each voice.
The 22×20 campaign website had been hurriedly launched in preparation for State of the Union events in January 2018. Unfortunately, the website’s content lacked strong calls to action, navigational and anchor elements were buried or missing, and worst of all, the brand identity wasn’t reflective of the energetic voices of the people running the campaign.
They thought they needed help with cause marketing—we knew we’d have to do a bit more than that to hit this very timely campaign’s potential.
Following a couple initial discovery meetings to discuss brand, we performed an audit of the campaign’s existing print pieces, website, and email marketing.
We devised a content strategy by which to revamp elements of the website so they would better accentuate the attributes of the brand and staff, encourage click-through and action from visitors, and build ongoing community around the campaign.
We compiled everything they gave us to build a better website that could then be more useful in long-term cause marketing efforts. Since sponsorship was a huge goal, we aimed first at legitimizing the brand by way of the website.
In addition to launching their first ever campaign email marketing automation, we worked with their staff and volunteers to boost the brand in the following areas:
This project was absorbed into a Tufts youth civic engagement project, and the website has been redirected.