In a rustic as politically divided as america, few matters elicit stronger emotional responses than weapons. Gun violence is the main reason for dying for kids and adolescents within the U.S., and in June 2024, the surgeon common officially declared it the nation’s most pressing public well being disaster.

On this setting, it may appear nearly unattainable for a model or group to make headway on a problem that touches on such deeply entrenched beliefs—ones which are core to an individual’s id. How will you transfer the needle by constructing bridges throughout unimaginable, deeply private divides?

We just lately got down to discover this very downside via a communications and branding overhaul, partnering with model consultancy Redscout to chart a path ahead. Our purpose was to succeed in extra Individuals, mobilize supporters, and drive motion in a deeply divided nation. The teachings we’ve uncovered alongside the way in which present a roadmap for manufacturers seeking to develop their affect with out alienating half the nation.


If you haven’t seen this type of content, there’s a reason.

Make larger-than-life points really feel solvable

When a problem feels too large to deal with, audiences shut down. That’s very true for matters like climate change, financial inequality, or gun violence.

What we discovered all through our course of is the significance of breaking down advanced issues to ship tangible hope. As a substitute of presenting a wall of grim statistics, humanize the disaster. You’ll be able to attain a wider viewers by contextualizing knowledge with personal stories and clear calls to motion. Take them via a narrative-driven expertise. Make guests to your web site really feel like they will really do one thing about the issue.

This strategy doesn’t simply apply to advocacy organizations. Any model coping with a posh difficulty—healthcare, finance, sustainability—can profit from displaying how large issues will be tackled via sensible steps. The purpose is to exchange paralysis with chance.

Goal the ‘moveable center’ to develop your base

Too many manufacturers make the error of talking solely to their loyalists. Whereas it’s essential to energise your core, long-term progress is determined by your skill to succeed in past it.

A really intentional technique for our model refresh was to concentrate on the moveable center—those that might not determine strongly with both facet of the political spectrum however who care about security, households, and sensible options.