Common Good Share: ATTCK Score Awaiting client review n/a Date Published 6 August 2019 Reading Time 2-Minute Read Common Good is a nonpartisan reform coalition that offers Americans a new way to look at law and government. Campaigning for Common Sense Common Good (www.commongood.org) is a nonpartisan reform coalition that offers Americans a new way to look at law and government. Legal constraints prevent our society from advancing in countless ways—in economics, education, health care, infrastructure, etc. We needed to reach the right audience: Americans who could be compelled to spread the word and ultimately effect policy change in Washington. We focused on Common Good’s existing social channels (Facebook, Twitter, Instagram, and a private email newsletter) as well as a new website. Our content strategy was to use both traditional media (i.e., narrative videos and op-ed pieces on major news websites) as well as a consistent stream of content posted to all social channels. The website is a central hub where people can learn about Common Good’s causes, read specific examples of the issues involved, and ultimately subscribe to a newsletter and sign a petition. Discovery We spent several weeks with the client’s stakeholders, reading white papers, books, and video recordings, then pulling out the most compelling stories and facts spanning seven different categories: infrastructure and environment, schools, obsolete law, lawsuit abuse and fear, jobs and economy, dysfunctional government, and health care. UX & Visual Design All of the images and videos were designed, and all of the copywriting was produced, in-house by ATTCK. Our biggest challenge, however, was to distill a decade of long-form content into messages formatted for short-form platforms like Twitter and Instagram. Development We designed and built a highly performance-optimized, responsive website using a custom-branded WordPress theme integrated with MailChimp, Instagram, and Twitter. Campaign Launch & PR Our official launch (August 1, 2016) was orchestrated as a multistep announcement, beginning with a Monday morning Huffington Post article authored by Common Good’s chairman of the board, Philip K. Howard. Announcements across all social channels followed immediately, directing users to like and share social posts and ultimately to watch a YouTube video describing the problem and instructing viewers on how to help. Lastly, both ATTCK and Common Good sent newsletters announcing the official launch.