preemptive love — DIGITAL
challenge:
Preemptive Love Coalition wages peace in crisis communities. In late 2016, Mosul, Iraq and Aleppo, Syria, were the last major cities still held by ISIS, and our agency was tasked with creating a response. The ultimate goal? To provide life-saving resources to as many refugees as possible before the end of the calendar year.
Concept:
Unmake Violence. Even if you’re not on the front lines.
We needed a way to bring the reality of the crisis to Americans who were separated by an ocean, thousands of miles, strict border lines, and by headspace. For the most part, our audience was white and affluent, and had never experienced anything close to wartime crisis.
I concepted a campaign that would bring salient stories to American readers—and a face behind the headlines.
Our team wanted to paint an accurate picture of the cities affected, while avoiding fear and pessimism, which would have been an easy sell. Instead, we decided to focus on the timeless classic—people.
More than headlines. These are the people of West Mosul.
Love goes to the hard places.
These refugees are determined to rebuild.
Help families in Mosul unmake violence and remake their world.
strategy:
As lead writer and strategist, I crafted a gripping story arc to stir potential donors. I buddied with two other creatives on the front end, then worked side-by-side with PLC’s editorial team for rigorous edits. No campaign is perfect, but this one was right, down to the letter.
deliverables:
Email Campaign
RESULTs:
The campaign converted 41% of subscribers to first-time donors, providing aid for over 60,000 crisis refugees in Mosul and Aleppo. Better than I could ever dream.
Our agency’s work was featured by MailChimp as an example of using world-class strategy for good.
Read the full MailChimp writeup here.
