BROTHERTON STRATEGIES partnerships
Speaking of Change presents six compelling, reported stories of how social change is created. I worked with Brotherton Strategies as researcher, writer, and project manager.
Speaking of Change is a showcase website developed by Brotherton Strategies with support from the David and Lucile Packard Foundation. It features six stories of successful communications efforts that contributed to creating social change.
The stories offer a behind-the-scenes look at how media blitzes come to be, how PSAs really can win hearts and change minds, and how video games are, in fact, changing the world—for the better.
Presented with images, videos, links, infographics, quotes from expert sources, and primary resources, the website is a rich dive into how campaigns happen and the work that goes into communications efforts.
Working with the team at Brotherton Strategies, I researched each of the six stories, drawing on (1) interviews with foundation staff, grantees, and other informed stakeholders; (2) internal grant materials from the Packard Foundation; (3) program evaluations; (4) and publicly available information about each issue area or effort. We determined framing and messaging for each story, and I then wrote in-depth feature articles for the general public. With a web developer, we created a trend-aware, simple, and high-impact website designed to lead the visitor through the stories to the conclusive findings for the field of communications. I created the marketing and distribution plan for the project, executed it, and wrote the final analytic report.
The result? Visit Speaking of Change now to see what it looks like when a foundation is willing to experiment with strategic communications and push the boundaries a little bit.
SAMPLE STORY: BREAKING THE BACK OF THE SHARK FIN TRADE
How celebrity PSAs reduced demand for an ancient dietary tradition in the most populated country on earth—and helped save threatened shark populations.
Read the story on Speaking of Change...
SOCIAL MEDIA BUZZ
A sampling of what professionals in the field have to say about Speaking of Change.