Participant | Make Good Trouble

🎥 Making Good Trouble Through Rep John Lewis’ Doc

“When you see something that’s not right, not fair, not just: Say something. Do Something. Get it good trouble, necessary trouble.” Congressman John Lewis

The Make Good Trouble campaign, inspired by director Dawn Porter’s JOHN LEWIS: GOOD TROUBLE, supported get out the vote efforts in Georgia for the 2020 general election and senate runoffs. The campaign included partnerships with Register2Vote, HBCU Heroes, Black Voters Matter, CivicGA, Vote Riders and the Brennan Center for Justice.

Campaign Activations included:
+ A BET House Party Instagram LIVE partnership on Juneteenth hosted by Marc Lamont Hill and featuring conversations between producer Erika Alexander, director Dawn Porter, activist Rev. Dr. William Barber and others
+ A Twitter Watch Party in partnership with Magnolia Pictures and Twitter on the Anniversary of the Voting Rights Act
+ A direct messaging drip campaign in partnership with PushBlack
+ A Good Troublemaker social video series highlighting local Good Troublemakers: LaTosha Brown (co-founder of Black Voters Matter) and Rev. James Woodall (former president of the Georgia NAACP)
+ A robust, two-phased targeted paid media campaign to inspire viewers to donate to send pre-filled registration forms to disenfranchised voters and educate audiences on voting rights leading up to the election… and more.

RESULTS
+ Mobilized 2,5000+ supporters to donate to send more than 54,000 voter registration forms to disenfranchised voters nationwide; 91% of those forms went to voters in Georgia
+ During the Live Tweet Event, the #GoodTrouble hashtag garnered 7,194 mentions and 74.6k engagements, with a majority positive/neutral sentiment
+  Producer Erika Alexander “took over” Hillary Clinton’s account (28.4M followers) and tweeted twice about the Good Trouble Campaign, the Good Trouble Handbook and MakeGoodTrouble.com.
+ Reached 3.2M+ Participants via targeted social and digital media
+ We generated a 75% ROI on our paid media investment

PRESS
Congressman John Lewis’ Legacy Celebrated With ‘Good Trouble’ Campaign To Inspire Social Change / BET
John Lewis Documentary Launches Voting Rights Campaign on Juneteenth // Hollywood Reporter
Participant Is Using ‘John Lewis: Good Trouble’ to Inspire Georgia Residents to Vote // Indiewire
Should Your Company Help Get Out The Vote? Why Participant And Others Say ‘Yes’ // Forbes

CREDITS
Comms + PR Lead, Participant: Rosalina Jowers
Digital + Social Leads, Participant: Maya Minhas, Audrey Wilcox
Social Impact Leads, Participant: Jacqueline Lee, Hoda Hawa, Bryce Cracknell