Campaign for Tobacco Free Kids
A well-funded central actor or set of coordinated actors
Since 1996, the US has seen a 70% decrease in youth smoking and a 30% decrease in smoking by adults.
Educating, altering language, and changing policies
Launched a successful movement to eliminate the use of the term “retard.” Over 200 organizations supported the campaign. Several major policy changes were enacted.
Rape, Abuse & Incest National Network (RAINN)
Using contact-based strategies to humanize those impacted
Shifted public opinion by communicating, “sexual assault can happen to anyone.” RAINN timed a campaign of survivors sharing stories to coincide with efforts to pass the Debbie Smith Act.
American Cancer Society
Activate influential institutions to achieve mass adoption by the public.
Recruited doctors to help educate the public. With the Surgeon General’s report that linked smoking and cancer, and the passage of the National Cancer Act, advocacy reached wider audiences.
The Human Rights Campaign Foundation
Positive and negative incentives employed to change relevant stakeholder behavior.
Uses the “sticks-and-carrots” approach in its Corporate Equality Index, which measures LGBTQ+ policies in the workplace and encourages shifts in employer protections from discrimination.
Action mobilized at both the “grassroots” and “grasstops”
Operated at the local, state, and national levels to achieve its goals. This included high levels of civic engagement and community support, activation of those impacted at a micro-level, and messaging aligned across stakeholder groups.