730M+ Media Impressions. One Ragan Award.
How Emerald gave West Side Community Organization a clear public voice when a neighborhood dispute became a communications crisis.
Ragan Award WinnerPublic Relations Campaign, Ragan's Crisis Communications Awards
The problem
The story was reaching people in fragments.
A headline, a quote, or a post shared by a neighbor could become the entire story. WSCO needed a message that could hold its shape across reporters, social feeds, and community conversations.
What we did
Build one message strong enough for every channel.
We started with the substance of WSCO's position and the reasons behind it.
Turn the argument into content people could actually follow.
The clearest creative decision was to show the comparison.
Give attention somewhere useful to go.
Emerald built a Facebook bot that guided supporters through prepared prompts to email and tweet public officials.
What happened
- 730M+Media impressions
- 48K+Organic Twitter impressions
- 2 monthsOctober-November 2020 campaign
The work.
