Surprised? Outraged? We were too.

That’s why, in partnership with the Department of Public Health’s Massachusetts Tobacco Cessation and Prevention Program (MTCP), we recently launched the OPPOSE campaign to educate adults about the industry’s new tactics and prompt local action.

As part of this statewide initiative, we created an online community (oppose.ning.com) to bring concerned adults and key stakeholders together on the issue of protecting our kids from these underhanded tactics. In addition to a paid media buy, we also created an interactive exhibit, Big Tobacco’s Carnival of Tricks, and we’re traveling to malls across the state to raise awareness of the sneaky tobacco industry tactics and what adults can do to protect their kids.

So far, we’ve had two successful events at the Burlington and Northshore malls and we’re looking forward to continuing this road show in other communities, including:

June 4th 11-3PM: Solomon Pond Mall in Marlboro, MA
June 11th 11-3PM: Southshore Plaza in Braintree, MA
June 18th 11-3PM: Holyoke Mall in Holyoke, MA
June 25th 11-3PM: Holyoke Mall in Holyoke, MA

To learn more, please visit oppose.ning.com and stop by Big Tobacco’s Carnival of Tricks if we’re in your area!

When we want to move people, we are more likely to use words.

Of course, we can all think of numbers that resonate emotionally. Dates, for example. 1984. 1776. 9/11. These are numbers that remind us of shared experiences and require no additional information to be meaningful. Their impact can be powerful enough to make it difficult to use them in a different context. Try to read 911 as anything but a tragic event in American history.  And it’s not just dates: people strive to be #1, avoid the13th floor of buildings, and so on.

Even without the benefit of culture or shared experience, numbers can be used to provoke emotional responses. During the run up to the election, we heard politician after politician talking about the economy using figures that stirred both fear and righteous anger. Charities and social movements often feature statistics in their messaging front and center – though often with photos designed to “humanize” the numbers.

By themselves, numbers are empty of meaning. Given context, however, they can be truly evocative.  That’s what makes them such powerful tools for branding. Properly delivered, the right number can serve as a vessel for meaningful communication. An organization or movement can “own” a number in a way may be difficult or impossible with an existing term or concept. Think 501 Jeans, 747 jetliner, 60 Minutes.  It’s a counterintuitive approach that can yield original and effective results.

At ARGUS, we’ve had the opportunity to use numbers to help our clients develop memorable brands. 1for3 is a non-profit organization that works to provide access to clean water in developing countries. The numbers speak to an unambiguous benefit: buying a single steel water bottle will save three lives. Focused on numbers, rather than platitudes, the brand speaks to a clarity of mission and an essential transparency, which in turn inspires confidence on potential contributors. Going beyond the name and logo, ARGUS found a way to carry the theme into the transactions themselves: you don’t simply buy water bottles, you save a specific number of lives with your contribution.

The84 is a youth-led social movement to positively change teen’s attitudes towards tobacco.  The name “84” came from primary research conducted by ARGUS that discovered that 84% of Massachusetts teens choose not to smoke. By crafting a strategy around a number (rather than a typical “cool” name), ARGUS helped to brand a movement that engaged in an honest dialog with its audience even as it reminded non-smoking teens of their majority power in the community. Since its public launch in August 2007, the website has had over half a million visitors, with a more than a third of users logging in from outside the State of Massachusetts.

Both 1for3 and the84 succeed in part because of the way the brands leverage powerful statistics to deliver a message without artifice or sentimentality. We live in a skeptical age; brands centered around numbers may have an easier time breaking through the din to reach audiences that are wary of marketing and advertising. In any event, numbers provide an interesting and potentially rich avenue for brand development – a road less traveled, as it were.

Credit: Creative Commons

It’s no secret that Facebook, Twitter, blogs and the like are no longer reserved for college students, techies and over-sharers. In fact, nearly 70% of online adults are using social media on a regular basis, a figure that is only increasing. Social media has become a crucial component of the marketing mix for companies of all sizes across all industries as a virtually free way to dissipate information, interact with your audience, and increase brand recognition and loyalty.

In this economy, social media has become more important than ever for the non-profit and public advocacy sectors. It is an incredibly cost-effective way of sharing news, raising awareness, as well as building and sustaining online communities in support of a common mission – when done correctly. This means going beyond setting up Twitter and Facebook accounts or posting the occasional YouTube video. It requires a clearly defined strategy with tactics that are designed to reach your target audiences in order to achieve measurable goals and objectives. Without a comprehensive strategy, those random tweets only create white noise and contribute to information overload for users. The strategy determines which social media channels you should leverage to best support your goals.

One appropriate tactic for non-profit groups seeking to raise awareness among their target audience is to start a blog that showcases the organization’s knowledge and expertise. Blogs have become a mainstream means to share information and incite discussion with over 57 million American adults reading on a regular basis. To ensure the post reaches your target audience, you could ask influential bloggers with an established readership to write a compelling post on the issue, and include a call to action that directs readers to your website. It’s important that your social media tactics do not standalone, but rather work together to proliferate your message and maximize your time and resources. For example, you can share a link to your blog post on your Twitter and Facebook pages to ensure optimal visibility and reach.

The golden rules of social media for non-profits and public advocacy groups are to keep your audience engaged and encourage their participation. It is important to regularly update your social media channels with relevant and meaningful information. New content cultivates interest and encourages people to share your updates with their online networks. Motivate people to interact with your organization by allowing them to comment on your Facebook discussion board or your blog posts, for example. Start a conversation with your audiences by responding to comments and answering any relevant questions to the best of your ability. Of course, this level of personal interaction requires some level of monitoring and maintenance, but it is a wise investment. If people feel that they have been heard and that their opinions are valued, they are more likely to continue their involvement in your organization and champion your cause.

As I’m sure many of you can attest, raising awareness on behalf of your organization is only half the battle in the non-profit and public advocacy world. Oftentimes, motivating people to take that extra step and do something is the hardest part of achieving your organization’s goals. Social media serves as an excellent vehicle to help mobilize your target audience into action. You can use social media tactics to drive traffic to your website to make donations, send Facebook invites to increase event attendance or arm your supporters with the resources to write to their local legislation calling for action on behalf of your organization.

As a final reminder, make sure to nurture the online community you have developed. Keep supporters abreast of any new updates, accomplishments and new opportunities to stay involved in the organization. An educated, responsive online community that feels appreciated is a valuable asset to any non-profit, and these supporters are likely to remain loyal to your organization for years to come.