Role: Lead Strategist
Agency: MKG
Mozilla is on the front lines of ensuring that our internet freedoms are protected.
And in April 2017 when the FCC Chairman announced plans to reverse Net Neutrality, we sprung into action. We set out to ignite the public to fight for an internet that is accessible, affordable, open, and safe. We needed to create a campaign that hit at the heart of WHY we needed to fight for Net Neturality and why there’s no time to wait.
The Strategy
In a country where a slow WiFi connection feels like the world is ending, we expect the freedom to do whatever we want, whenever we want online. We are quick to take our open Internet and equal opportunity on the web for granted.
To rally support in the fight for Net Neutrality and show just how much we stand to lose, we needed to send a message:
You don’t know what you’ve got until it’s gone.
We ran a series of thought provoking ads in prominent OOH and strategic, digital placements. We put a stake in the ground by painting an image of what we stand to lose. Ads featured the threats facing a healthy Internet and a CTA that asked the public to join our mission.
To really make a difference we knew we needed to do more than just ask people to take action - we needed to help them do it. Our pop-up activation made it easy for people to learn more about the cause and lend their support. Thousands of people co-signed our letter to the FCC and picked up swag emblazoned with pro Net Neutrality messages, promoting the cause all over town.
