November 02, 2016
RAPP NY’s summer interns brought to life an inspiring campaign for The Doe Fund. The social media campaign aims to attract millennial donors and make them realize they share more in common with formerly incarcerated men than they thought.
Liz Harley, Director of Experience Planning (Strategy) at RAPP speaks to the foundational insights of the campaign. She explains, “(From the perspective of potential donors…) It’s harder to give part of your paychecks to people who have made mistakes, who may continue to make mistakes, and who may have very different morals than you.”
For this reason, RAPP’s interns challenged targets’ stereotypes and helped them identify with The Men in Blue.
Read more with Diverge.