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Social Change Campaign: Surveillance

PROJECT

#whybigbro is a Social Marketing campaign aimed to raise awareness about surveillance. The branding is intentionally general so that it can evolve into a project and offshoot into many related campaigns.


Preliminary research reveals why much of the public accepts surveillance. Sources include forums and social media boards.

Findings/Barriers to Belief:

  • People feel powerless to do anything about surveillance. It is too big, too secret, and too scary.
  • Many are not aware of the extent or intensity of surveillance.
  • Many believe that surveillance is only a concern for those who do something wrong.
  • Most are unaware of the ways it is being abused and used to target minorities and activists.

#whybigbro Seeks to Change:

  • Powerlessness to Yes We Can
  • Apathy to Eager for Involvement
  • Ignorance to Educated

(Later campaigns encourage the Educated to become “Ambassador’s”)

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DELIVERABLES

Formative Research, Stakeholder Identification, Target Audience Segmentation, Communications Strategy & Tactics, Campaign Conception, Key Message Development, Brand Development, Campaign Identity System, Design, Copywriting

CAMPAIGN

#whybigbro
Surveillance Education Campaign

Tagging city streets reminds people that they are always being watched.

The message reveals bit-by-bit as the viewer walks. It conjures up a creepy, Twelve Monkeys vibe, as though someone is lurking in the shadows, trying to get your attention to tell you a dangerous secret. Being watched feels dark, ominous, and ever-present.

A synchronized digital campaign delivers bite-sized nuggets of education through social media and the website. We are targeting people at early stages of readiness. It is imperative to avoid overwhelming people with too much information or too intense messaging.

“Why Don’t You Care?” off-shoot campaign.

Every change campaign needs branded gear.

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