Role Call digital campaign
In the second half of 2019, She Should Run was thinking about how we could reach a greater audience. We knew that in order to change representation in this country, we needed everyone on board, not just the women stepping up to run. We created a campaign that we called Role Call, which highlights the various ways that we all can support women running for office.
I worked closely with our Programs team to develop this campaign. In the center of it all was an interactive quiz that anyone could take to see which role was the right fit.
Creating the plan
I began by developing a marketing plan that defined our primary goal: to generate new leads. It included project milestones, a messaging framework, success measures, and more.
User Flow
We started with the quiz. While the Programs team took the lead in the content development, I led the user experience side and researched platforms. While generating leads was the primary goal, we also wanted to convert leads to new Community members.
Branding
Once the quiz was developed, we needed some branding. I created icons and taglines for each of the roles to be used on the quiz results pages. We also created swag (stickers and t-shirts) so people could share their role proudly.
The video
To spread the word about our campaign launch, I created this short video featuring women in the She Should Run Community discussing how important other roles have been in their own journeys toward public office.
The Launch
We launched the campaign at our 2019 National Conversation event and I created a very DIY photo booth for guests to share their role. That second photo is me, obviously excited about the launch.
As of today, we have had over 6,400 people take the Role Call quiz to discover how they can use their strengths to help fight gender inequality.