When it comes to fighting child slavery, what does real partnership between philanthrophy and field work look like?
Equitas, founded to fight child slavery in Southeast Asia, asked us to write a messaging strategy that would help them build long-term relationships with donors, particularly using social media. In looking at the landscape of social action since the 2010 Haiti earthquake, we wanted to avoid two mistakes:
Slapping a sleepy public with a message of ‘Wake up!,’ which puts too much focus on the organization as cultural prophet, and
Celebrity endorsements and activism as a culture of cool, which puts too much focus on the donor as change agent.
Both of these approaches cheapen the suffering of real people, and can erode an organization's credibility. So we set up a messaging system that highlights small interactions with freed people. And like the name, Equitas, which is a root word for nouns and verbs, we wanted to emphasize both good words and good work, talk and action.
Services : : Voice, tagline, messaging, communications strategy, copywriting
Collaborator : : Graphic design by Widgets & Stone