#2. Sometimes It’s Not What You Say—It’s What You DON’T Say
Our task from SCFOR was certainly a formidable one. Plus, we were getting out spent 10:1. We’re talking millions. But we really didn’t even want to talk about dollars and cents or get ‘’in the weeds” about policy with the voters. So we decided to make our campaign relatable. Our team needed to come up with something that everyone in the state of South Carolina could relate to. But what? We just needed to fill in that blank…
We asked YOU the important questions:
“What do YOU think about the roads around where you live?”
“How do YOU feel about sitting in traffic every day going to and from work?”
“Do YOU feel like your family is safe?”
And sure enough, these questions got people fired up –and with out costing the client a penny. Thanks to thousands of shares, the content we had created quickly became viral. Engaging with our content was a way for people to call out the folks in Columbia that could make a difference and finally face reality: our roads suck… and we’re tired of being embarrassed by them.