Mozilla Advocacy came to us with an online campaign to influence copyright reform in the EU. They wanted to develop a real-time analytic capability to leverage emerging influence opportunities in mainstream and social media, and to drive mobilization with their core users. Cultural variation within Europe presented a particular challenge. We audited their campaign strategy and organizational capacity and developed a custom analytic plan and impact evaluation of their campaign. One significant finding, aligned with Mozilla's efforts, was that a shift in conversation occurred in mass and social media from communication frames of “impact on institutional players” to “impact on you and me.”

CHANGE COPYRIGHT WEBSITE / IMPACT EVALUATION HIGHLIGHTS