Lead With Love
Movement Strategy Center responded to a moment of upheaval with an open letter and unifying pledge that was taken up by over 500 leaders of progressive organizations across 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 centered around an open letter 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, we led a team that:
Clarified the open letter’s 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 from 42 states and 249 cities.
Recognition from the Center for Story-Based Strategy as a model for narrative change.
MSC was 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 questions like: “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.
