"Think Twice before you speak, act, or post.

"

School: University of South Carolina

Location: Columbia , South Carolina

@ThinkTwiceUofSC

Campaign Description
Think Twice is a digital media campaign directed at
countering racial extremist speech before it starts. It
aims to increase awareness about how subtle acts
of discrimination, which often go unnoticed,
enable an extremist environment to prosper.

Students of every race, religion, and background

have been silenced by discriminatory statements
and actions. Through Think Twice, those students
can regain their voices. The campaign educated all
audiences about the lasting impact of
microaggressions.

Students joined the movement by pledging to

#ThinkTwice before they speak, act, or post.

www.thinktwiceuofsc.com
Target Audience
Think Twice targets college students because this group is often entering a diverse environment for the first time.
According to the Higher Education Research Institution, college students are more civically engaged than ever before.
Students are also highly impressionable as their values and beliefs are challenged by their peers. Think Twice chose to
study students at the University of South Carolina because the school’s demographics are an accurate reflection of the state
of South Carolina. According to Pew Research Center, a large portion of the audience is on Facebook, Instagram, Twitter,
and Snapchat. Think Twice chose to focus on these channels to distribute its message.
Demographics Typical Ages: 18-23
Race / Ethnicity: 76.7% White 4% Hispanic 6.8% Other

10.2% African American 2.3% Asian

Psychographics
Victim of Microaggression Aggressor of Microaggression Bystander of Microaggression
This UofSC student is often in the The Aggressor was raised around people The Bystander is a student at UofSC
racial minority on campus and with similar beliefs. Attending UofSC is that recognizes microaggressions
experiences microaggressions on a the first time that The Aggressor will are not appropriate, yet does not
regular basis, often unknowingly. He regularly encounter people who both look say anything about them or engage
or she may feel insulted by others’ and/or believe differently than him or her. in counterspeech when he or
comments but doesn’t know why. As a result, The Aggressor often says or she witnesses them.
does something offensive to a victim
without recognizing the consequences.
Campaign Goals
The campaign strategies were to establish a positive counter narrative, inform audiences about microaggressions and
why they are harmful, and create a dialogue about empathy and inclusion. The movement encouraged students to pledge
to #ThinkTwice before they speak, act, or post on their social media accounts.
In establishing measurable campaign goals, Think Twice looked at a prior campaign on the University of South Carolina’s
campus called It’s On Us. This campaign is a national movement that UofSC adopted three years ago. It’s On Us has 119
Twitter followers, 157 Instagram followers, and 1,471 Facebook likes. The campaign received two press hits since 2014.
On its pledge day three years ago, it had 19 online pledges. This past September, at the campaign's relaunch, It’s On Us
had an average of six Twitter engagements and eight Facebook engagements.
Taking into consideration that the Think Twice campaign only ran for a month, and It’s On Us ran for three years, the Think
Twice campaign outcome goals were to:
Gain 150 likes on Facebook, 50 followers on Gain an average of six Twitter engagements
Twitter, and 50 followers on Instagram and eight Facebook engagements (based on It’s
Get 120 pledges in a one month timeframe (based On Us’ average engagements on Twitter and
on the 12 hate groups in South Carolina, Think Facebook)
Twice wanted 10 pledges to counter each group) Get two press hits

Research / Rationale
Microaggressions are subtle statements or acts of discrimination against members of a marginalized group. According to Dr.
Derald Wing Sue, a Columbia University psychologist, microaggressions contribute to larger social issues because they
reflect the active manifestation of oppressive worldviews that enforce marginalization. These microaggressions contribute to
a racist environment that allows extremism to prosper.
As primary research, the campaign conducted a survey at the University of South Carolina that measured the awareness and
knowledge students have of microaggressions. The survey gathered qualitative and quantitative data from more than 500
responders, who accurately reflect the university’s population. It revealed that 45.2 percent of participants know the
definition of a microaggression, 78.5 percent of participants have witnessed someone use a microaggression, and 30
percent of participants admitted to using microaggressions themselves. The campaign used these statistics in social media
posts to highlight the need to talk about microaggressions on campus. To view the survey, follow the link: http://bit.ly/2yqIka2.
Participation Strategy
The campaign’s participation strategies included establishing a positive counter narrative, informing audiences about
the harmful nature of microaggressions, and creating a dialogue about empathy and inclusion. The campaign used
the following tactics to execute these strategies:

Owned Media Shared Media

Website as central source of information with
research, social media links, online pledging, story
sharing, press hits, and contact details
“Meet and Greet with Cocky” video using the
university’s mascot that illustrates why
microaggressions are inappropriate
Targeted Paid Media
Seven Facebook post promotions
Seven Instagram post promotions
Two Twitter promotions
One Snapchat filter used for Pledge Day
Influencers
University mascot, Cocky
UofSC President, Dr. Harris Pastides
Student Body President, Ross Lordo
Shared photos, stories, and pledges on all social media
platforms
Encouraged students to share their stories and pledge to
#ThinkTwice
Features on campus Snapchat and Instagram stories
UofSC Instagram Story: Reach of 58.6K followers
Darla Moore School of Business Instagram Story: Reach of
2,000 followers
Earned Media
University of South Carolina Listserv: Reach of 34,000 students
Feature articles on university website and social media
Feature articles on the College Information and
Communications website
The Daily Gamecock, university newspaper
Human Boddie, influencer blog
Events
Pledge Day: A specific day dedicated to gathering pledges.
There was a table on central campus with a photo frame,
pledge collection, free stickers, T-shirts, and donuts.
Mirror Covering Event: Posters with the Think Twice social
handles covered mirrors in 30 high traffic areas on campus
with the message, “What do people see when they look at
you? What do you want them to see?”

As a result, the following campus groups and influencers reached out to form partnerships with Think Twice:
University 101 to add Think Twice to a lesson plan on diversity and inclusion
UofSC Carolinian Creed to add Think Twice message to the honor code
UofSC National Panhellenic Council Board endorsed campaign
Carolina Band pledged and endorsed campaign
John Dozier, Chief Diversity Officer & Senior Associate Provost for Inclusion, promoted Think Twice message
Office of Multicultural Student Affairs pledged, endorsed, and connected Think Twice with other multicultural
groups on campus
Office of Academic Integrity pledged and endorsed campaign
International Justice Mission pledged and endorsed campaign
Campaign Strengths
Cohesive Brand
The brand is clean, simple, and easily identifiable. The logo is black and white in order to emphasize the color within
each image used throughout the campaign. Every social media post, flyer, sticker, T-shirt, and poster contained the
logo. “#ThinkTwice before you speak, act, or post” became the leading message, and the use of the hashtag pointed
students to the campaign’s digital platforms.

Authentic Messaging
A large part of the campaign was the sharing of stories.
The campaign team met with people to hear about their
experiences with microaggressions then posted these
stories on several platforms encouraging others to speak
up. This was to emphasize the importance of pledging to
#ThinkTwice. However, the goal was not simply to get
students to pledge. The campaign members wanted
students to see how their words have affected others in
the past. Action means nothing if people don’t know why
they’re doing it. Read an example story here.

University Support
Students have a strong relationship with the university
administration and brand. Support from official university
channels amplified the campaign’s reach. And because
the campaign entered campus through a grassroots
movement rather than a top-down approach, the audience
responded to the authenticity of the message. With the
participation of recognizable figures like the President of
the University of South Carolina, Dr. Harris Pastides, and the
university mascot, Cocky, Think Twice was able to garner
significant campus-wide support.

Quality Digital Content

All original campaign photos were taken with a Canon 60D camera with added logos through Photoshop. The use of
infographics highlighted some of the research supporting the message. One of the digital highlights was the “Meet and
Greet with Cocky” video. The team hired a trained videographer to ensure high production value. With state-of-the-art
equipment, talented actors, a solid script, and the school’s mascot, the Think Twice members made a lighthearted video
that effectively illustrated a heavy and important topic. To gain pledges, the campaign used more than simple organic
content on social media. Aside from the website and posts on social media channels, the team used Facebook frames, a
Snapchat geofilter during Pledge Day, and Thunderclap to reach more people. The campaign also had its message
advertised on digital signs in more than 13 buildings around campus.
Opportunities to Improve
Film Production
Video production cannot be rushed. In addition to a strong concept, the video needed a script and storyboards so
that the video team could execute efficiently. The campaign also needed to coordinate schedules and permissions.
Even with extensive planning, an early cut of the final product looked thrown together, and the editing process was
critical in ensuring the message resonated with the target audience.

Missed Influencer Opportunities

Athletes are the most visible and influential campus celebrities. While the campaign tried to initiate a partnership with
some of the more popular athletes, there was too much red tape in receiving approvals in time for the campaign launch.

Social Media Ads

Prior to the launch, the campaign had a basic paid media plan in place. Through trial and error, the campaign refined
its ad purchasing. With a stronger plan in place earlier in the campaign, Think Twice would have made better use of its
ad buys to extend the reach.

Measures of Effectiveness
Benchmarks Results
Gain 150 likes on Facebook, 50 followers on Twitter, Gained 250 Facebook page likes, 106 followers on Twitter,
and 50 followers on Instagram and 187 followers on Instagram
An average of 6 Twitter engagements and 8 An average of 13 Twitter engagements and 19 Facebook
Facebook engagements (based on It’s On Us’s engagements
average engagements on Twitter and Facebook) Received 427 pledges between Nov. 6 and Dec. 1 (35.5
Get 120 pledges in a one month timeframe (based pledges per hate group)
on the 12 hate groups in South Carolina, Think Received four press hits
Twice wanted 10 pledges to counter each group)
Get two press hits

In addition to the overall campaign goals, Think Twice also achieved the following social media results:
Mirror Covering Event: Website views increased by 134.6%
Meet & Greet with Cocky: Over 20,000 views and 9,207 total engagements (reach of more
than 90 percent of all full-time undergraduate students at UofSC)
Pledge Day: 168 in-person pledges
Facebook: Reach of 33,971 and 2,812 total engagements
Instagram: Estimated reach of 59,300 and 3,031 impressions
Twitter: 27,600 impressions
Snapchat: 85 filter uses and 3,400 people reached in 5 hours
#ThinkTwice: Reach of 119,000 in one day
International reach in 10 countries
Opportunities to Scale
The campaign message drove many university departments and organizations to take part in the movement.

The Outreach Coordinator for the Office of Student Conduct and Academic Integrity also reached out to the campaign.
She hopes to incorporate the Think Twice message with the Carolinian Creed, the university honor code for integrity and
behavior aimed to solve the issue of intolerance on campus. The Carolinian Creed appears on admission materials,
orientation programs, every course syllabus, and is integrated to seven other satellite campuses. This is something the
team is pursuing for the following semester.

University 101 instructors and peer leaders reached out to Think Twice to discuss adding the campaign’s research to a
lesson plan for this first-year seminar.

The team is also working on making Think Twice an official university organization. Several students approached Think
Twice on Pledge Day to ask if they could join the “club” in the spring semester. The team recognized that the campaign
had reached a point of recognition and popularity where it can now function as a stand alone organization. This would
also allow other universities to adopt the message of inclusion and start Think Twice organizations.
Lastly, the team learned through the campaign that South Carolina is one of five states without hate crime law. There is a
bill in the South Carolina legislature that has been sitting in committee since January that aims to outlaw hate crime.
Legislation, or lack thereof, can allow extremist environments to prosper, similarly to microaggressions. Think Twice
encouraged its followers on social media to contact their local legislators to help get this bill passed and provided contact
resources for followers to do so.

Budget Film 10% Digital Promo 17% T-Shirts 29%

Website URL 5% Gift Cards 15% Promo Materials 24%

Sample Posts & Additional Media