Approach
We combined content strategy, partner coordination, earned media integration, and influencer outreach to launch research findings about the threat that school police pose to communities of color — specifically, Black and Latinx students. This long-term messaging campaign covered flashpoints in states all across the country, lifting up police assaults against students and debunking the myth that police make schools safer.
Our social media team developed messaging, shareable content, and engagement strategies to maintain a steady drumbeat around the #PoliceFreeSchools campaign narrative. Our work combined rapid response monitoring to identify pivot points in the news cycle, evergreen data like infographics and research findings, and strategic campaign pushes like a Week of Action to draw attention to state-specific legislation across the U.S. We also used social media to push back against a high tide of efforts to increase funding for armed police officers in schools.
We also worked with Advancement Project to launch a Webby-nominated campaign called #HowCopsGetOff by designing, building, and amplifying a microsite focused on reimagining public safety and justice.