The Equal Rights Amendment (ERA) would provide legal equality of the sexes and prohibit discrimination on the basis of sex.
In partnership with research firm DB5, we conducted a poll and discovered that 80 percent of Americans assume equal rights for women in the U.S. were established long ago – but this is not the reality. Additionally, we found 94 percent of Americans would support an amendment to the Constitution to guarantee gender equality.
Grounded by this huge gap between the reality of the law and what people believe to be true, we created a campaign with the ERA Coalition and our enso community to educate and inspire the next generation of activists.
what we did
Enso and the ERA Coalition set a goal to raise awareness that women still are not guaranteed equal rights under the U.S. Constitution, breathe new life into this conversation, and re-introduce the issue to the next generation so they can take up the mantle and protect themselves now and in the future.
Recognizing that passing an amendment to the Constitution is more than what a single agency could tackle, we curated a team of 35 cross-disciplinary creative thinkers and technologists to participate in an ‘ERA design hackathon.’ The result was passtheera.co, a website with comprehensive resources for ERA advocacy. The site included a gallery of more than 50 shareable images, a toolkit with three downloadable postcards, a phone script for calling state representatives, 15 sample tweets, and a list of relevant media coverage.
We launched the #PassTheERA campaign leading up to Independence Day through PR, social media and by leveraging the networks of enso, the ERA Coalition and board, and ERA hack participants.
World Value℠ impact
- Social media reach on Twitter of 19 million. This included 1,200+ social shares and 450+ social interactions (likes/comments/retweets).
- Mashable’s article got upwards of 1,100 social shares
- Fast Company’s article was retweeted more than 130 times
- One of the hackathon participants, Ali Vingiano of Buzzfeed, was inspired to create a video about the cause. Her video, which featured members of the ERA Coalition and enso representatives from the #PasstheERA campaign, was viewed more than 215,000 times on YouTube. (Buzzfeed article; video)
- The campaign was shared by influencers on Facebook, Social Good, Mashable Trending, the ERA Coalition and Equal Rights Amendment.
- The campaign was shared by multiple influencers on Facebook and Twitter, including Social Good, Mashable Trending, the ERA Coalition and politicians including Rep. Don Beyer.