Movement Strategy Center
In the aftermath of the 2016 U.S. presidential election, a surge in community activism and resistance movements took hold across the nation, reflecting a collective response to rising social and political challenges. During this pivotal time, Thicket Labs partnered with the Movement Strategy Center based in Oakland to launch the "Lead With Love" campaign. This initiative unified and mobilized diverse communities around a message of optimism and resilience, encouraging individuals and organizations to pledge their commitment to a positive vision for the future.
Taking a Stand in Baton Rouge, a photograph taken by Jonathan Bachman of Ieshia Evans, a nurse from Pennsylvania, being arrested by police officers dressed in riot gear during a protest in Baton Rouge, Louisiana, was a central inspiration for the Lead With Love campaign.
Role
Project director and team lead as Founder and CEO of Thicket Labs
Client
Movement Strategy Center
Project Focus
Rapid response digital advocacy campaign
Field mapping and information design
Strategic communications
Technology provider
Deliverables
Brand identity and core messaging
Mobile-optimized campaign website with pledge signing and sharing functions
Real-time back-end reporting with advanced analytic insights
Goal
The rapid social changes and the divisive climate required a swift and cohesive response that could not only articulate a vision but also practically engage communities across the country. The Movement Strategy Center worked with Thicket Labs to leverage its collaborative intelligence technology platform The Possibility Engine™ to amplify their message and foster widespread engagement with a tool that could quickly capture the public's attention and facilitate a national conversation around core values of dignity, justice, and mutual respect.
Implementation and Impact
The campaign achieved immediate traction, securing pledges from over 500 supporters across 42 states and 249 cities within the first two days. Thicket continued to roll out new features requested by the Movement Strategy team to enable continuous engagement and feedback from campaign supporters, significantly enhancing the campaign’s ability to adapt and expand its reach.
This responsive approach not only saved considerable resources but also enabled real-time insights into campaign impact and engagement. The digital strategy facilitated deeper connections between participants nationwide, moving beyond a one-time pledge to continuous interaction and engagement. This method proved crucial in maintaining momentum and adapting strategies in response to evolving challenges.
Activities
Working in close partnership with the MSC team, our team:
Clarified the core message through a rapid values alignment process, distilling the campaign’s emotional and strategic heart.
Created a distinctive brand identity and visual language that conveyed optimism and resilience.
Designed and built a mobile-friendly pledge platform to make signing and sharing effortless.
Developed a national outreach plan with tailored digital assets and messaging for immediate amplification.
Launched from concept to public release in 72 hours, ensuring relevance at a critical cultural moment.
Outcomes
Movement Strategy Center was able to respond to a moment of nationwide upheaval with a unifying pledge that spread to 42 states and 249 cities within 48 hours of launch.
500+ signers within the first 48 hours, spanning 42 states and 249 cities.
Recognition from the Center for Story-Based Strategy as a model for narrative change.
Awarded a capacity-building grant from the Emergent Fund to strengthen grassroots organizing.
Sparked ongoing conversations in classrooms, town halls, and community spaces, with participants asking: “What does it take to bring this pledge to life in our neighborhoods?”
Results
The success of the "Lead With Love" campaign was lauded by The Center for Story-Based Strategy and directly led to the Movement Strategy Center team being awarded a capacity-building grant to further support its grassroots organizing and power-building efforts. This acknowledgment served as a testament to the campaign’s impact and the effectiveness of the digital tools and strategies implemented by Thicket Labs.
The "Lead With Love" campaign stands as a robust model of rapid response digital activism that effectively harnesses technology to foster community engagement and social change. The Movement Strategy Center, with the support of Thicket Labs and The Possibility Engine™, demonstrated how innovative digital solutions can be deployed swiftly to meet urgent societal needs, inspiring similar initiatives across the globe.
Team
Jacob Hernandez
Yunfei Yan
Bearies Li
Nadia Chilmonik
Manpreet Singh
Chris Siegler
Vijay Mago
Deepthi Welaratna