New Research: What Moves Americans to Support Social Change?

2012CampaignReportV5ecoAmerica is pleased to announce the release of our newest research report: Campaigns II: Recent Learnings from Other Social Movements. This case study examines the primary social and engagement factors that drove marijuana legalization, marriage equality, and Barack Obama’s 2012 re-election campaign to victory, and provides recommendations on how to apply these learnings to successfully engage Americans on climate solutions.
Each of these campaigns experienced varying levels of struggle in gaining a mainstream American support. However, by recalibrating their messages, messengers, morals, and engagement tactics, each campaign was also able to overcome hurdles and find success.
This study includes detailed analyses and learnings for each campaign, as well as overall recommendations on how to apply these learnings to climate engagement.

Top line recommendations include:

  1. Conduct research to understand mainstream American people.
  2. Craft a moral master narrative with core American values to drive positive emotions.
  3. Connect with people where they are, and expand the base of support through social media content sharing.
  4. Harness influentials to amplify messages and drive social acceptance.

View the report.

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