Taking a Stand Against Facism
Movement Strategy Center responded to a moment of upheaval with a unifying pledge that spread to 42 states and 249 cities within 48 hours of launch.
Taking a Stand in Baton Rouge, a photograph taken by Jonathan Bachman of Ieshia Evans, a nurse from Pennsylvania, being arrested by police officers dressed in riot gear during a protest in Baton Rouge, Louisiana, was a central inspiration for the Lead With Love campaign.
Motivation
Following the US presidential election held in November 2016, the U.S. faced a wave of political and social uncertainty that demanded swift, unifying action. The Oakland-based Movement Strategy Center (MSC) wanted to respond with a message rooted in hope rather than fear—one that could galvanize communities nationwide around shared values of dignity, justice, and mutual respect.
They envisioned a campaign called Lead With Love that would act as a rallying pledge that could spread quickly, inspire dialogue, and serve as a counterweight to a divisive national climate. To achieve that, they needed a clear strategy, a compelling brand, and the production capacity to launch fast without sacrificing quality.
Approach
Working in close partnership with the MSC team, I led a team that:
Clarified the core message through a rapid values alignment process, distilling the campaign’s emotional and strategic heart.
Created a distinctive brand identity and visual language that conveyed optimism and resilience.
Designed and built a mobile-friendly pledge platform to make signing and sharing effortless.
Developed a national outreach plan with tailored digital assets and messaging for immediate amplification.
Launched from concept to public release in 72 hours, ensuring relevance at a critical cultural moment.
Outcomes
500+ signers within the first 48 hours, spanning 42 states and 249 cities.
Recognition from the Center for Story-Based Strategy as a model for narrative change.
Awarded a capacity-building grant from the Emergent Fund to strengthen grassroots organizing.
Sparked ongoing conversations in classrooms, town halls, and community spaces, with participants asking: “What does it take to bring this pledge to life in our neighborhoods?”
Leadership & Impact
This project combined rapid response strategy with full-scale production under tight deadlines, meeting not only the urgent needs of the moment but also the client’s long-term goal of strengthening community resilience. By aligning message, design, and technology from the start, we delivered a campaign that built immediate momentum while laying the groundwork for deeper, lasting engagement.
