Enemy For The People
Choose a product, service, company, or brand on Kickstarter and develop a strategic plan to help them reach their goal or improve upon the product/service.
What is ENEMY Magazine?
It's a publication dedicated to unearthing abuses of power in underrepresented communities. They tell the stories that too few journalists have the time or the resources to pursue, the stories that are falling through the cracks.
They empower readers to fight the injustices that would otherwise go unchecked.
It includes three written investigative stories in a novel-sized book & three photo essays in a distinctive book of photography.
Looking at the current media landscape and using strategic thoughts/insights to change the way people consume and view the news. We developed a strategic insight and created an awareness campaign surrounding the launch of the magazine.
Journalism is under attack.
The word "media" has had a polarizing effect and fear, anger, and hate dominate a social media race to the bottom.
Local newspapers and national media outlets keep shutting down and journalists keep losing their jobs. This is turn leads to less news being reported and published. Traditional news outlets need to adapt.
Evoke Emotion to Inspire Action
of news consumers say its more important for the news to be informative rather than entertaining
News consumers say they actually trust the news media
of news consumers say that detailed coverage makes paying for a newspaper subscription worth the extra cost
Opportunity: News Deserts and Changing News Consumption
A news desert is a community, rural or urban, with limited access to credible and comprehensive news and information that feeds democracy at the grassroots level. With the increase in digital news consumption and journalist layoffs, more than 1,300 communities in the U.S. are considered news deserts. This all leads to lack of knowledge not just on an individual but societal level.
How consumers view the news...
Who does ENEMY Magazine want to reach?
Target Audience: Scale of Wokeness
Asleep at the Wheel
Don't actively seek out whats going and are fine being in their little bubble.
Don't actively seek out whats going on and have very limited knowledge. They do do care but just don't have time or resources.
Actively consume news on a daily basis and occasionally donates
Actively participates in social movements through activism protests and donations.
ENEMY is targeting people who want to change the narrative and ultimately make a difference
Extending Customer Interaction Beyond Reading
We want people to not just read the news but want to learn and take action with the ultimate goal of wanting them to care.
Bus Shelters + Subway/Metro Stations
Instagram ad + story post
Available on the ENEMY website
Cat Marsh: Strategist