Social Media.
“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free, tell others about you.” - Bonnie Sainsbury
If You Don’t Think Racism Exists, You’re White!
The “If You Don’t Think Racism Exists, You’re White” campaign makes a bold statement about the current state of race relations in our country. Chicago Theological Seminary created the White Privilege Glasses campaign in 2015 to address the issue of white supremacy. Several social media campaigns branched off from the initial project, including this one. CTS frequently took bold and progressive stances on current events and issues relating to social and racial justice. The CTS Office of Communications created a custom social media meme using the phrase to drive home the issues of white supremacy in a visually appealing image. I created a matching webpage with more information and resources for the general public.
Outcome:
To say this message didn’t strike a nerve with audiences is a huge understatement. In July 2019, I decided to run this meme again, given the current state of politics in the country. The reach of the social media meme was outstanding. By using a content marketing approaches to deliver a well-designed, visually appealing and branded message, we were able to cut through all the “noise” that typically fills social media and deliver a time-sensitive, resonating message that garnered 103,671 people on Facebook ,and a total of 12,000 clicks back to the CTS website. This was followed up with an additional 1,323 shares of Facebook. Our office also received media requests from Tucker Carlson Tonight on FOX News, but we respectfully declined the invitation.
