SOCIAL MEDIA STRATEGY CAMPAIGN

INTRODUCTION

The "I'm Healing" campaign was a pivotal part of the Heal America Tour, a grassroots movement aimed at addressing racial injustice and promoting self and communal healing through compassion. The campaign combined the power of conversation with a tangible item - a badge, to spark interest and bring attention to the mission and message of healing racial divides and advocating for change.

CAMPAIGN MISSION

The phrase "I'm Healing" was strategically chosen as it can be interpreted as both possessive and a noun, indicating a process of helping someone or something. It symbolized a conscious decision to either turn inward and heal oneself or give energy outwards to help heal the community.

CAMPAIGN FOCUS POINTS

• Various Perspectives of The Discussion: Encouraging open dialogue from multiple viewpoints.
• Reintroduction Of "Sides": Shifting the narrative from race to one aspect of shared humanity, which is the healing process.
• Addressing Comfortability: Making non-POCs comfortable discussing daily life racial injustices.
• Advocacy Burnout: Addressing the exhaustion many POCs feel from the constant battle against anger and micro-aggressions.
• Apathy and Connection: Promoting redemption and understanding.

Strategy Breakdown: Self-Advocacy Vs. Community Advocacy. The campaign encouraged a daily conscious decision to either focus on self-healing or to give energy outwards to help heal the community. The use of a badge made it visually evident where an individual’s focus was, bringing the conversation to the forefront in a community or event.

Advocacy Burnout

Addressing "advocacy burnout" was a critical aspect of the campaign. Many POCs express a sense of exhaustion, purposelessness, and hopelessness when faced with constant battles against outside anger and microaggressions. The campaign aimed to provide a break for those experiencing burnout by surrounding them with a large group of like-minded individuals.

Black Vs. White Badge Indication

The badge served as a visual indication of one's healing focus. When switched to black with yellow writing, it signaled that one's energy was focused on inward healing, not on fixing anything outside of oneself, one's family, and one's culture. This was crucial for addressing advocacy burnout for POCs and allowed non-POCs to understand that it might not be the right time for certain conversations. Conversely, when the badge was switched to white, it signaled a willingness to engage in conversations about assisting in healing the community. This encouraged networking and collaborations that might not have occurred otherwise.

Outcome

The "I'm Healing" campaign successfully initiated conversations about racial injustice and healing, both at an individual and community level. By addressing the critical issue of advocacy burnout and providing a supportive environment for those affected, the campaign empowered individuals to take control of their healing journey while fostering a sense of community and shared purpose.

The "Heal America" campaign aims to initiate difficult but necessary conversations about racial justice, mental health, and advocacy. Below is an in-depth outline of various digital components we propose for the campaign:

Digital Components

1. Social and Continued Campaign

Static Posts:

• Daily quotes on what racial justice means to different individuals.
• Tips for self-care when advocating for social justice.
• Resources for support like suicide hotlines and mental health clinics.

Video:

• "Daily Advocacy Highlights": Videos showcasing small but significant acts of advocacy.
• "Red Table Discussions": Videos featuring questions related to racial injustice and healing. Prominent figures and experts would be invited to share their perspectives.

Social Experiment:

• Scenario Example: A staged scene at a bus stop where actors engage in a racially insensitive conversation. The objective is to see if bystanders would intervene.
• Questions to be addressed in follow-up videos: "Do you intervene? Or is it too uncomfortable for you? If it is, why?"

1. Alternating Daily Schedule w/ Video:

• On days when static posts aren't scheduled, video content like "Sit By" (a satire series) and "Daily Advocacy Highlights" will take center stage.

2. Special Video Series

• "Sit By": A satire series of de-social videos that make light of social norms while subtly addressing issues of race, justice, and advocacy.

3. Daily Advocacy Highlights

• Short video segments or Instagram Reels spotlighting acts of advocacy.

4. Reels: Important Staged Encounters

• Moments that are staged but press the topic of uncomfortable conversations about race and justice.

5. Reels Representing The Dynamics of the Black and White Badge

• Videos explaining the significance of badges worn in the campaign, akin to a person feature.

6. Reels of the Social Experience and Street Interviews

Real-life interviews asking people on the streets about racial justice, healing, and other relevant topics.

Collateral Note:

All digital components will adhere to the Heal America branding guidelines and color palette.

Name Badge Size: Dimensions of 2 inches by 4 inches, with the tag example “Healing.”

Red Table Questions:

• Do you feel comfortable/safe talking about racial injustice on the streets of the US?
• What is the main difference this generation is doing to heal the wounds of the past?
• What are you, as a white person, doing to help combat racial injustice?
• How are People of Color engaging in the healing of themselves, their cultures, and their families?

Additional Strategies:

Break That Color Monopoly on the Feed

• To ensure critical posts don't get lost, we will use a mix of graphics and posts that deviate from the usual color palette, making sure they stand out.

Email Graphics and Social Display Ads

• Extend the reach of the campaign through targeted email campaigns and social media advertisements.

By executing this comprehensive digital strategy, we aim to spark conversations, encourage introspection, and foster an environment that brings us a step closer to healing America.