THIS IS PERSONAL by Weber Shandwick New York for National Women's Law Center

THIS IS PERSONAL

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Industry Public awareness
Media Promo & PR, Case study
Market United States
Agency Weber Shandwick New York
Account Supervisor Robyn Mitchell
Released December 2012

Credits & Description

Advertiser: NATIONAL WOMEN'S LAW CENTER
Agency: WEBER SHANDWICK
Category: Public Affairs
Advertising campaign: THIS IS PERSONAL
Senior Interactive Designer/Director/Experience Design/Account Executive: Chris Svetlik (Weber Shandwick New York)
Director Of Outreach And Online Communications: Colin Delany (National Women's Law Center)
Vice President/Executive Producer: Amil Husain (Weber Shandwick New York)
Account Executive/Senior Account Executive: Erika Sanchez (Weber Shandwick New York)
Senior Interactive Designer/Director/Experience Design/Account Executive: Brandon Scmittling (Weber Shandwick New York)
Senior Vice President/Digital Content Strategy: Colin Moffett (Weber Shandwick New York)
Assistant Account Executives: Jennifer Palmer (Weber Shandwick New York)
Vice President/Communications: Karen Schneider (National Women's Law Center)
Director/Digital Strategy: Lauren Balog Wright (Weber Shandwick New York)
Vice President/Digital Communications: Mike Connery (Weber Shandwick New York)
Account Supervisor: Robyn Mitchell (Weber Shandwick New York)
Senior Outreach Manager: Thao Nguyen (National Women's Law Center)
Vice President: Adrienne Caruso (Weber Shandwick New York)
Senior Digital Strategist: Eric Reif (Weber Shandwick New York)
Assistant Account Executives: Mark Wysocki (Weber Shandwick New York)
President/Global Public Affairs: Ranny Cooper (Weber Shandwick New York)
Senior Vice President/Creative Director: Stephanie Bluma (Weber Shandwick New York)
Vice President For Health And Reproductive Rights: Judy Waxman (National Women's Law Center)
Account Executive/Senior Account Executive: Lia Albini (Weber Shandwick New York)
Co-President: Marcia Greenberg (National Women's Law Center)
Outreach Manager For Health And Reproductive Rights: Megan Tackney (National Women's Law Center)
President/Washington/Dc: Pam Jenkins (Weber Shandwick New York)
Senior Counsel For Health And Reproductive Rights: Sharon Levin (National Women's Law Center)

Execution
'This Is Personal' includes: Social Media: Facebook is the core of the campaign, where supporters are engaged daily, and traffic is driven to the website.Website: The cutting-edge, visual website engages visitors, encourages them to take action – sharing, joining, writing lawmakers – and tracks progress against goals.Content: Highly visual, lightweight content on Facebook (mini-infographics/snackables) educates the audience as reproductive rights issues emerge.Paid Media: Facebook and Twitter advertising grew the community quickly and advanced targeting ensured 90%+ of fans are in the target demographic.Partners: Online petitions with advocacy partners Change.org and Care2 expanded the email list at the start, and UpWorthy (viral content curation) helped syndicate videos and actions.Video: Thought-provoking videos help viewers confront this uncomfortable subject matter and raise awareness.In 2013, the campaign continues to engage the community in state-based actions and is exploring offline extensions and partnerships.

Relevancy
While women in the US have the right to safe and legal abortion, actual access has been limited by geographical and income restrictions. In 2011-12, these restrictions, along with new ones imposed on reproductive health services like birth control began, to increase. In response, NWLC created “This is Personal” to unite and energize a new generation of women. The mission? To let lawmakers know that women will be the ones making decisions about their bodies. The fight their mothers started decades before would continue with the powerful voice of a new generation.

Strategy
Political activation is always hard; reaching previously un-engaged young women is even harder. It was a crowded campaign environment with competing messages, and there were just six weeks to design and launch the campaign.. We started with research and our findings made clear that young women would not respond to traditional political messages focused on protecting their rights or to messaging that told them what to think. They would, however, respond to messages that appealed to their ability to make their own decisions. The shift from a direct political approach to a more user-centric and empowering message led us to the campaign name and rallying cry 'This Is Personal'. From there, our strategy was to build support quickly on social channels and maintain momentum with paid and owned content to engage the community and motivate young women to take meaningful, sustained action.

Campaign Description
Women in America gained access to important reproductive rights more than 40 years ago. It was a hard-fought victory. Ever since, opponents have chipped away at laws, protested at clinics and influenced elections. In 2011 and 2012 a new record was set, with the highest number of state restrictions on women's reproductive rights ever enacted. This trend continued into 2013, when two states passed the nation's most extreme bans on abortion. For many older women, this was a call to action. But younger women, who have always had the legal right to control their own reproductive rights, were uniformed about these threats. They needed to be quickly engaged in an important debate about their future. The National Women’s Law Center (NWLC) stepped in with an innovative approach to activating young women. Instead of issuing a call to arms – which young women would dismiss – they went online to meet young women on their own terms and to engage them with a campaign that was informative, humorous, sarcastic and at times shocking. The campaign 'This Is Personal' launched in September 2012. In just four months it grew into a community of more than 400,000 dedicated activists and engaged over 1.2 million young women who took to social media to spread the word, sign petitions and write to elected officials. Their actions have resulted in key legislative victories that protect and expand access to reproductive health. These young women have found their voice and their power, and they’re just getting started.

Effectiveness
We’re turning a new generation into advocates ready to take sustained action to protect their reproductive health decisions.Creating a community of 420,000 young women to date who can be activated via social media (To reach goal of 500,000 by June.)Reaching a highly sought-after audience: - 280,000+ Facebook supporters (target 250,000)- 87% don't overlap with membership in other women’s health organizations Generating compelling content: - Organic reach averages 29% – double the Facebook average - Virality is among top 15% of all Facebook content; some posts in top 1%- 1.2 million have shared news, signed a petition or sent a letter to an elected official. This has led to new national legislation eliminating the ban on abortion coverage for women in the military. On the state level, 'This Is Personal' defeated restrictions in New Mexico, Michigan and Florida, and there are many battles ahead.

Client Brief Or Objective
'This is Personal' is designed to create a half-million new advocates for a woman’s right to make her own reproductive health care decisions. The objectives:•Use social media channels to build an engaged community•Mobilize and activate this community to take action by signing petitions, defeating ballot initiatives and writing to state/federal representatives to block new restrictions. The target audience is women aged 18-35 who are generally supportive of reproductive health issues, but have been inactive in showing support. Focus groups and a national survey of 1,000+ women identified differences based on ethnicity, political leanings and lifestyle.