Creating online calls to action

Create an online call to action, giving users tangible ways to support the cause, such as signing a petition or sharing their personal experience.

Introducing

1,000 Days

1,000 Days works in the U.S. and around the world to make good nutrition for women and children in the 1,000 day window- from pregnancy to a child’s second birthday- a policy and funding priority.

Campaign Goals

Tackling Malnutrition by Improving Policies and Shifting Social Norms

The campaign aimed to build strong public support for a national paid family leave policy and for the U.S. Government’s Women, Infants, and Children (WIC) nutrition program. 1,000 Days created campaigns to inform and mobilize Facebook users to take actions in order to influence public policies that help improve maternal and child nutrition and health outcomes.

Impact

1,000 Days built a community on Facebook made up of expectant and new mothers, parents of young children and activists who showed an interest in women’s and children’s issues.

  1. Users were invited to share their personal stories and experiences with breastfeeding, family leave policies and the WIC program. Thousands of stories were gathered (via approximately 15,000 comments) and dozens were shared with the growing 1,000 Days community.
  2. Gathered over 230,000 signatures in support of paid family leave and the WIC program to bring to Members of Congress. Collected 200,000 supporter emails to use for ongoing supporter engagement, upcoming action alerts and campaigns.
  3. Grew the 1,000 Days Facebook community from 3,000 to 85,000 in four months.

Approach

  1. Page Posting: Posted regularly (1-3 posts/day) about paid family leave and the WIC program on their Facebook page, including sharing images, graphics, statistics, news articles, and stories.
  2. Petitions: Posted petitions in support of paid family leave and the WIC program. Gathered emails from supporters that signed the petition and started timing complementary email messages with Facebook posts that were targeted to custom audiences.
  3. Retargeting: Retargeted those who signed the petition to say Thank You and provide them with program updates on paid family leave and the WIC program via Facebook.

Campaign Creative

1,000 Days connected with their audience through stories about policies that have failed or succeeded to encourage giving moms and babies a healthy start, and by sharing jarring statistics related to paid family leave and the WIC program. By personalizing women’s struggles and triumphs, 1,000 Days hoped to connect with mothers and drive awareness, post engagement and petition signatures. The personal stories also served as a valuable advocacy tool to show Members of Congress that their policies have a real impact on families.

Campaign Lessons

  1. Use petitions: Petitions not only drive awareness about a cause, but are an opportunity for users to engage with your content and for your organization to gather email addresses.
  2. Target your audience: 1,000 Days leveraged Facebook to identify audiences likely to care about their issue based on audiences’ values and then tested content to narrow their messaging. 1,000 Days saw success with lookalike audiences, targeting based on interests and demographics such as pregnant women and new moms.
  3. Use comments: Gathering stories from user comments and reaching out to the commenters to get permission to share their stories and images can be an effective way to gather content.