INDOOR RECESS – TEAM 1

JUNE 28, 2020

COLOR OF CHANGE

Color of Change exists to create a more human and


less hostile world for Black people.

You’ve built a network of 1.7 million members


who fight for what is right.

You make people listen and act.

You kick start the change the world needs.

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SITUATION

When hate crimes occur on campus, universities are slow to punish

perpetrators and swift to invest in police who crackdown on protests.

How can we challenge this unjust response and convince universities to

not just say they stand for equality, but actually put it into practice?

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THE PURPOSE OF HIGHER EDUCATION

“I’d say it is to inspire students to figure out how they can

contribute to helping to make the world better.”

- Dr. Johnetta Cole

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 OPPORTUNITY

If colleges and universities truly exist as institutions that form

tomorrow’s leaders, then they shouldn’t view protesting as a disruption.

They should encourage protest as a valuable tool for education.

We can create a campaign that highlights the positive impact protest

can have for students, administrators, and the community as a whole.

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STRATEGY

Protesting isn’t a disruption to education.

It’s taking education outside of the classroom and


putting it into action.

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 TARGET

Administrators are facilitators

Students are catalysts
Parents are sideline supporters

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IDEA

WHY ARE YOU HERE?

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MICROSITE

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 MICROSITE

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 GOOGLE: DISPLAY & SEARCH

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 LINKEDIN

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 FACEBOOK

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 INSTAGRAM: SPONSORED STORIES

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 INSTAGRAM: ORGANIC CONTENT

Caption: The conversation can’t stop here. Caption: Shout their names and share their Caption: Allyship is action. Speak out for those
Reflect, learn, and grow. Together, we’ll fight for stories. Don’t stop until your voices are heard who are silenced.
a better tomorrow. and justice is served.

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 INSTAGRAM: AR

Copy:
How Did We Get Here? 

In 1968, the Third World Liberation Front, a
coalition of ethnic students, and Black Student
Union led a five-month strike protesting unfair
admission practices and whitewashed curricula
at San Francisco State College, now San
Francisco State University.
What Changed?

The demonstrations led to the creation of the
College of Ethnic Studies and admittance of all
people of color in the fall of 1969.
Why Are You Here?

Learn how you can initiate change on your
campus.

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 OUT OF HOME: POSTERS

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 MEDIA & MEASUREMENT

Budget Timeline
10%
Production
Day 0: Microsite Launch
15%
LinkedIn Days 1 to 14: Paid Search, Display, and Social
Days 14 to 30:

20%
AR Development
KPIs
Campaign Success: CTR, Shares/Reposts
30%
Google Engagement, Newsletter sign-ups
(Display & Search)
Campus Impact: Budgets reflecting investment
into restorative justice programs, Reduced
number of hate crimes on campus, Shift in
administrative response to student-led protests
25%
Instagram

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 WHY IT WORKS

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THANK YOU!