SOCIAL IMPACT COMMUNICATIONS IN THE PUBLIC SECTOR
Our strategy is centered on building a dynamic coalition made of diverse community stakeholders and multilingual media outlets to unleash a mass voter education and mobilization campaign.
THE CHALLENGE
Los Angeles is incredibly diverse and dynamic, with unique challenges in turning out its voter multilingual and multicultural population.
With a population of over 10 million, over 6 million registered voters, a historical voter turnout hovering at around 50%, and unique challenges to turn out voters amidst disinformation and a pandemic, out-of-the-box solutions were needed to meet an unprecedented moment.
WHAT WE DID
We focused on the approach of integrated media partnerships, rather than traditional media buys, as a model for inclusive and equitable communication.
Tzunu built a set of communications strategies between the LA County Registrar-Recorder’s Office, the LA Media Roundtable, Fenton Communications, and other partners around the November 2020 election.
COMMUNICATIONS PARTNERS
SELECT MEDIA PARTNERS
KEY STRENGTHS
A TAILORED APPROACH TO REACH COMMUNITIES WHERE THEY ARE
ELEVATING TRUST & COMBATING MISINFORMATION
INVESTMENT IN COMMUNITY MEDIA TO ENSURE LONG-TERM IMPACT
LEVERAGING TRUSTED MEDIA, FAITH, & COMMUNITY MESSENGERS
RESULTS
Tzunu oversaw targeted content creation, virtual event activations, earned media development, and coalition building.
Mass mobilization was achieved through robust media participation, community engagement, and effective comms strategies, including message discipline. Tzunu convened multiple media-centered events to highlight perspectives and issues, particularly to communities of color, including voting accessibility questions during COVID, ensuring voters of the voting process's integrity to counter misinformation, and amplifying resources and key narratives for non-English-speaking, low-income, or low-engagement communities.
56 ARTICLES
In 19 media outlets in ten languages.
17 VOICES
Uplifted trusted community members in 6 languages.
3.75 MILLION
People we reached
EVALUATION
To directly assess the impact of the campaign, we engaged several partner outlets to implement an audience survey.
A total of 757 readers across eight outlets responded to the four-question survey in the week after the election asking them whether they voted and how their outlet’s coverage made a difference.
Readers recalled seeing content about the voting process from their community media.
Readers found the coverage very helpful or somewhat helpful for understanding different voting options, and for making a plan to vote.
OTHER CASE STUDIES
PHILANTHROPIC COMMUNICATIONS FOR SOCIAL IMPACT
LEVERAGING A CRISIS INTO A TRANSFORMATION CRIMINAL JUSTICE MOVEMENT
