Listen. Click. Lobby.
Everyone talked about health care reform. We mean everyone:
Congressional staffers. Cab drivers. Lobbyists. Bike messengers. Advocates. Cooks in food trucks. Getting a sandwich turned into a policy debate. That was Washington in Spring 2017.
In that environment, the American Medical Association (AMA) needed policymakers to hear and consider its views. With advocates across the country pillorying members of Congress, more of the same wouldn’t work. So instead of big and loud, Adfero opted for subtle and personal: Running ads with the faces of target members of Congress on social media feeds, hometown newspapers and targeted websites.
Adfero’s philosophy stemmed from the idea of holding policymakers accountable. These specific representatives and senators were debating change. These specific representatives and senators owed their constituents an explanation for their decisions.
Adfero was also an early adopter of Pandora’s click-to-call technology, allowing listeners a real-time means to advocate for AMA’s positions.
Adfero was also an early adopter of Pandora’s click-to-call technology, allowing listeners a real-time means to advocate for AMA’s positions. Working with AMA, Adfero crafted a script, deployed geo-targeted radio ads and ginned up listeners. Calls to Capitol Hill began.
AMA’s key metric was calls to members of Congress. And call members people did. With an agile, flexible and novel approach, our campaign generated 3,210 calls to Capitol Hill—and more than seven million voter activations between link clicks and post-link engagements.