Social MediaAdvocacy Campaign
The Client: The policy division of the NWHN works with Congress to shape consumer health laws and supports grassroots activists in the fight for women’s health.
The Challenge: The policy division was working hard to get the Creating a Respectful and Open World for Natural Hair (CROWN) Act through congress. If passed, the CROWN Act would ban discriminatory hair policies in the workplace and in schools, giving Black women and girls the ability to wear natural hairstyles and minimize exposure to harmful hair straightening chemicals. The NWHN policy division needed to activate the organization’s membership to demonstrate to congress how important this law was to Black women and girls.
The Solution: I collaborated with the NWHN Communications team to write and design all social media posts related to this campaign across Facebook, Phone2Action, and Instagram. I appealed to our target audience by framing the CROWNAct as a victory for both women’s health and racial justice. I also made sure to include strong, clear calls to action.
Result Highlights: The NWHN engaged 32% more advocates through Phone2Action than their most successful campaign to date, and 21% more actions were taken by the advocate pool. The NWHN also saw a spike in engagement with the campaign across Facebook and Instagram.
