Standing up for social justice means pivoting—not pausing—your marketing efforts

We already know Facebook is notoriously slow to address—and often immune to hearing—the growing global concerns for the rise of hate speech and attacks on democratic processes happening on the platform. 当 # StopHateForProfitlaunched to push Facebook to address its hate speech and misinformation issues by pausing advertising spending, we knew this aligned not only with our own mission, but that of many of our clients.

In June 2020, a number of civil rights groups, including the 全国有色人种协进会, 反诽谤联盟, 常识媒体,推出了 # StopHateForProfit 运动. With moral arguments making no headway, they decided to take a swipe at the company’s pocketbook. # StopHateForProfit encouraged companies to halt advertising on the platform for at least one month to try to get Facebook’s attention.

整个六月和七月, 大小品牌都一样, including corporations like Patagonia, 沃尔玛, 和麦当劳, 参加了活动. 3fold and our clients were among them.

旋转的运动

当 we asked our clients to consider the # StopHateForProfit 运动 we provided them with an overview of the situation and a few options to engage given the audiences they serve. 作为他们的广告代理商, we have a responsibility to serve our clients’ best interests at all times while delivering the biggest ROI possible and ensuring we’re meeting the goals they hire us to meet.

To do this, we created an Activism Pivot Plan.

计划:

1. Our team fully researched and vetted the # StopHateForProfit 运动.
2. Based on each clients’ individual needs, we identified how it could fit into their overall strategies and where opportunities for pivoting existed.
3. We pitched the 运动 and our recommended changes to our clients. This included options to re-engage their customers in new ways. Supporting the 运动 without pausing their own progress.

的影响

• Southwestern Community College District: Facebook budget reallocation to Google 搜索 decreased 运动 cost-per-click by 34 percent month over month.
• 基社盟富勒顿: Facebook budget reallocation to Paid 搜索 contributed to a 92 percent increase month over month in student enrollment form submissions.
• Los Rios Community College District: Facebook budget reallocation led to a 20 percent increase in new user traffic to their website and increased overall time on site by 175 percent.

So, What Happened with # StopHateForProfit?

3fold and our clients joined more than 1,100家企业, 100 +非营利组织, countless consumers in the 运动. The message to “stop valuing profits over hate, 偏执, 种族歧视, 反犹主义, 和虚假信息,”注意到.

行业的结果

• Facebook removed more than 22 million posts for hate speech in the second quarter.
• 56 percent of agency buyers said clients paused Facebook ad spend in July.
• Facebook announced a policy change on August 11 to ban blackface images and more implicit forms of hate speech, such as antisemitic stereotypes.

Realistically, we all know Facebook will likely continue to see increases in ad revenue next quarter. After nearly three months of conversations, 参议院听证会, 和抵制, Facebook’s stock price still rose by 21 percent, starting at $231 in June and reaching $281 toward the end of August. 然而, we are also seeing more (if imperfect) restrictions on “acceptable” content and speech in both paid and organic environments on the platform

语言和人很重要. 媒体, including Facebook even if they deny they are “media,” plays a crucial role in listening and reshaping how we treat and communicate with each other online.

Did the 运动 change everything? 当然不是. 不管怎样，这值得吗? 利澳彩票相信是的. 3fold was founded on a vision of “contributing to thriving communities” and we will continue to work, 捐赠, 志愿者, advocate for anything we believe makes us all stronger, 更安全的, 和健康.