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 

THE ASK

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

THE PROBLEM

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 

VALIANT VOLUNTEERS

  • Ages 18-25

  • Show their support by volunteering regularly  

  • Audience size - 190,080 

ACTIVATED ALLIES 

  • 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)

GRANT GIVERS 

  • Ages 41-65

  • 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.

In seconds

In hours 

In days 

In months 

In years 

Time of organization's intervention

THE EDGE 

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

THE STRATEGY

Get 

Fast-Paced New Yorkers who are donating, but not seeing immediate results 

To

Consider donating to Good Call

By

Showing how Good Call’s immediate intervention in just 32 seconds can have a larger impact on their communities.

#OnTheLine

AWARENESS

Comms Barrier

People don’t understand how early intervention can have a huge impact 

DONATION 

Comms Barrier

It's hard to get Fast-paced NYers to do something actionable when it's not on their schedule

RETENTION

Comms Barrier

Once they donate, they don’t stay engaged with the organization 

Comms Task

Comms Task

Comms Task

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

Tactics 

  • Social-media campaign

  • Outdoor ad placements​ ​

Tactics 

  • Partner with places they rely on to stay fast-paced 
     

Tactics 

  • Rapid progress SMS

SOCIAL MEDIA CAMPAIGN

We remind people of the value of 32 seconds in digital spaces 

OUTDOOR ADS

We buy ad spaces where time is of the essence 

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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. 

$798,631

Estimated projection of money raised from online donations  in 2021

+

$324,000

Estimated projection of money raised from 3-month partnership with local establishments

=

$1,112,631

DONATE TODAY

MADE WITH

Chirag Khushalani ( Co-Strategist ), Dubai

Alexandra Mourad ( Co-Strategist), LA 

Ben Kwan ( Co-Strategist), LA

MY PART

In-depth Interviews 

Social listening

 

Identifying the Human Truth

Brand Audit 

Category Research 

Phrasing the Strategy 

Deck narrative 

Communication Framework 

Copy & Art for OOH & social media campaign