Convio Innovator Awards 2011: Best Online Campaign
National Partnership for Women & Families: “Right Over Might”
“We firmly believe that giving people creative, meaningful outlets to express their support – across a variety of new media channels – inspires them to take action and stay engaged in our campaigns.”
The National Partnership for Women & Families believes that actions speak louder than words, and for four decades it has fought for every major policy advance that has helped women and families. The National Partnership is dedicated to promoting fairness in the workplace, access to quality health care and policies that help women and men meet the dual demands of work and family.
Challenges, Innovation & Results
Using best practices and building on recent successes with social media, the National Partnership designed an online advocacy campaign that would generate support for Betty Dukes and the women of Wal-Mart, raise awareness about the Paycheck Fairness Act, and put a compelling human face on the issues of workplace fairness and fair pay. The organization used an effective combination of Convio and social media tools to meet these goals and to inspire and mobilize its online activists.
The National Partnership launched an intensive four-month long advocacy campaign that incorporated emails, surveys, donation forms, action alerts, Facebook, Twitter, YouTube and on-the-ground organizing. Campaign highlights included an in-person meeting with Betty Dukes and the lead plaintiffs in the case, which was recorded on video and shared with activists via YouTube to demonstrate that their words of support truly inspired these courageous women. In addition, Senator Barbara Mikulski and Representative Rosa DeLauro both sent emails to National Partnership activists thanking them for their meaningful contributions.