VCU Institute for women's healthThe mission
Attract more funding opportunities for the Institute of Women’s Health.
Where we were coming from
Funding was a large issue that they shared, so we wanted to figure out how updating their strategy could better secure that for them. Since a good online presence is crucial in reaching pretty much any audience and theirs was lacking, we wanted to make that our main focus to reach the widest range of potential donors.
The method to our madness
We surveyed IWH members to understand what value they get from being a member.
We investigated what bigger institutes are doing and what messaging they’re putting out.
We took to social media to see what conversations were happening around women’s health.
We looked at studies to find gaps in understanding women’s health and figure out how we could ultimately get people to put money towards it.
What’s the hold up?
Despite all their accomplishments, people’s lack of understanding around women’s health is a barrier to their personal connection with IWH.
the result: less representation in front of and behind the camera
angry and morally charged posts spread 5x faster than neutral ones
So, basically…
We’re living in a culture of reaction over reflection.
The finesse
Apple TV would use the reactivity of the DEI naysayers against them to take a stand that other brands are too afraid to take.
The follow-through
A provocative (and arguably controversial) stunt where Apple TV leads people to believe they created a feature that could filter content that doesn’t align with their views by using ‘Apple TV Align’.
The Reaction
We give the reactors time to do what they do and add fuel to the fire with their thoughts and opinions.
The Launch
Apple TV announces the launch of their ‘Align’ filter followed by social posts demonstrating what this ridiculous filter is capable of.
The Truth
Apple TV announces that this filter was never real and encourages the reactors to reflect. They will then spotlight Apple TV’s own milestones in the on-screen DEI efforts and partner with The Black List to uplift diversity in Hollywood.
Alyssa’s Reflection Corner
This project is my Magnum Opus in a sense. As a woman of color, uplifting marginalized communities, having hard conversations, and platforming DEI is the heart of what I do. This project encapsulates the kind of work I want to make and the kind of risks I wish the industry would take. It’s fearless, it’s clever, and it sends a message that society really needs to hear.
