Good Call NYC - Arrest Support Hotline
2020 Winner Griffin Farley Beautiful Minds program organized by BBH NY
A 32-second hotline. A lifetime on the line.
A New York minute has only 58 seconds because New Yorkers crave urgency. When it comes to fighting for racial justice, they want immediate action, yet, they’re only donating to organizations that have a more long-term impact. Good Call is a free arrest support hotline that connects anyone arrested to a lawyer in just 32 seconds. A few seconds following an arrest can have life-altering consequences. So, we showed these fast-paced New Yorkers who value every second, of the immediate impact they can make by donating to Good Call.
If you're a New Yorker who's in a rush, click here to read the brief.
Creative Brief | Communication Strategy
Good Call is a free hotline in New York City that connects anyone who's arrested to a lawyer in 32 seconds. They wanted to be known as a lead racial justice organization in NYC and raise $1 million in 2021.
Eavesdropped on social media conversations about donation priorities
Since I'm not a New York native, I learned about NYC culture from Seamless ads and Broad City
Interviewed people who were born and raised in NY
Spoke to people who had personal experiences of false arrests in their family
New Yorkers want to feel the instant gratification of giving. But don't check if their donations are creating an impact.
Source - MarketWatch, USA Today
NARROWING THE AUDIENCE
Show their support by volunteering regularly
Audience size - 190,080
Ages 26 - 40
Subscribe to small monthly donations & associate their identity with causes they support
Audience size - 585,000 (We'd only need 1.2% to make a monthly donation of $3.20 in order to reach our goal of $1 Million)
Donate in large amounts towards scholarships, religious institutions, etc.
Audience size - 361,536
Source - Brandwatch, McKinsey, Philanthropy.com
They crave urgency
They value results > ideas
They help their community keep up with the pace
They're the 8th fastest walkers in the world
They're not afraid to protest
Engagement on the Nextdoor app doubled during COVID as New Yorkers helped the elderly
Source- Brandwatch, MIR, Deloitte, NY Times
New Yorkers want immediate action. Yet they're donating to organizations that have a long-term impact.
Time of organization's intervention
Good Call's intervention in just 32 seconds can help the arrested from facing life-altering consequences.
80% of people don’t know their Miranda rights & only 1% have access to a good lawyer
A few seconds of early intervention during an arrest can save them from up to 50 days in jail pre-trial and potentially confess to crimes they didn’t do
Source - American Psychology Association, Roddenberry Foundation
Fast-Paced New Yorkers who are donating, but not seeing immediate results
Consider donating to Good Call
Showing how Good Call’s immediate intervention in just 32 seconds can have a larger impact on their communities.
People don’t understand how early intervention can have a huge impact
It's hard to get Fast-paced NYers to do something actionable when it's not on their schedule
Once they donate, they don’t stay engaged with the organization
Get people to understand the value of connecting with a lawyer in 32 seconds
Get them to donate in a way that fits into their fast-paced lifestyle.
Make them feel like partners rather than donors
Outdoor ad placements
Partner with places they rely on to stay fast-paced
Rapid progress SMS
SOCIAL MEDIA CAMPAIGN
We remind people of the value of 32 seconds in digital spaces
We buy ad spaces where time is of the essence
We called 15 local restaurants and 13/15 were interested in partnering with us.
LOCAL GRAB-N-GO PARTNERSHIPS
To fit into the fast-paced NY millennial lifestyle, we partner with local grab-n-go establishments for 3 months by asking them to add a popular item on their menu of which part of the sales would go towards Good Call.
RAPID PROGRESS SMS
We send Zip Code-specific SMS Progress reports every two weeks to drive the number of monthly donors by showing them how their donations are making an immediate impact.
Estimated projection of money raised from online donations in 2021
Estimated projection of money raised from 3-month partnership with local establishments
Chirag Khushalani ( Co-Strategist ), Dubai
Alexandra Mourad ( Co-Strategist), LA
Ben Kwan ( Co-Strategist), LA