Reaching audiences that traditional channels miss

The challenge

Participation gaps concentrated in communities where institutional messaging carries limited trust and conventional media buys underperform.

The mandate

Increase participation among hard-to-reach populations through credible local relationships rather than broadcast messaging alone.

Our role

• Built the community partnership map — faith organizations, small business networks, cultural institutions and local media.
• Translated national messaging into locally credible language and formats.
• Deployed and managed on-the-ground activation with clear coverage targets.

Execution

1. 01Identified trusted messengers in each priority community and built the partnership structure around them.
2. 02Ran in-market activations tied to existing community moments rather than manufactured events.
3. 03Tracked coverage and response by geography and adjusted deployment weekly.