Digital Strategist Equality March for Unity and Pride 2017

Roles: Lead digital strategist for Equality March coalition. Social media manager, photographer, videographer, and graphic designer for National LGBTQ Task Force (Twitter, Facebook, Instagram)

Purpose: To highlight the one-year commemoration of the Pulse Massacre through a mass mobilization on the US Mall for LGBTQ equality, building on the historic  1979, 1987, 1993, 2000, and 2009 marches.Equality March square 200x200

Goal: To mobilize energy around pride and the anger around Pulse to commit thousands of LGBTQ people to take action for LGBTQ equality. Build momentum for the #HonorThemWithAction campaign to continue with 49 days of action after the Equality March ended.

Strategy: Mobilize and recruit with partner LGBTQ orgs over social media and email, identify key influencers to promote event, and provide live coverage during event.

Success: Brought our Facebook following by 120% to 125,000 followers. Mobilized 80,000 people to show up at the Mall. #EqualityMarch and #HonorThemWithAction hashtags reached over 3 million people.

Tactics:

  • Managed top-line messaging and visuals for the march, including over 1,000 Equality March posters
  • Facebook management, with short clips on Instagram/Facebook LIVE during the march and rally
  • Developed website to promote and recruit the National LGBTQ Task Force contingent for the march
  • Wrote email to our local DC supporters, and helped push out email to partner organizations
  • Managed 4 staff/interns posting live updates on social media, and photographer

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