If you believe in it, take the Pledge
April 19, 2013
By John Frost
Goodratings Strategic Service
Millions saw this remarkable campaign from AT&T during the Masters this weekend.
"No text message, email, website or video is worth the risk of endangering my life or the lives of others on the road. I pledge to never text and drive and will take action to educate others about the dangers of texting while driving. No text is worth the risk. It can wait."
"The Dragonfly Effect", by Jennifer Aaker and Andy Smith, details four distinct steps to drive social change:
Focus. Identify a single concrete and measurable goal.
Grab attention. Cut through the noise with something personal.
Engage. Create a personal connection...through empathy, authenticity, and telling a story.
Take action. Move audience members from being customers to becoming team members.
If you perceive your radio station to simply be about unknown songs by unknown singers, pleasant sounding disc jockeys, with a few contests here and there you likely won't see the connection to the AT&T campaign. However, if you perceive your station as a way to impact lives and to help make your community be a better place to live, this is a step by step campaign you can emulate tomorrow.