Radical by Necessity
QUEERING THE CIS-TEM ONE SOCIAL MEDIA CAMPAIGN AT A TIME
Radical by Necessity is a co-branded campaign in partnership with with researchers at the Public Science Project at the City University of New York Graduate Center that aims to distill research findings about the effects that activism has on the mental well-being of LGBTQ and gender expansive (GE) youth. Launched in the spring of 2021, Hopelab developed a campaign that captured a wide variety of data collected from the What’s Your Issue National Survey.
STRATEGY & TACTICS
Hopelab shared and distributed findings from the Public Science Project’s National Survey from our position as a social innovation lab in the health tech space with expertise in rigorous research and co-creating interventions that improve health outcomes for young people.
This campaign established Hopelab’s data visualization style. The style incorporates hopeful and fun elements associated with the Hopelab brand as well as the rigorous research elements needed to uphold the gold standard of data visualization techniques.
In addition, this campaign sought to further build Hopelab’s reputation as an ally in the LGBTQ+ space by establishing partnerships with research institutions, such as the Public Science Project, and others, working with LGBTQ+ youth in preparation to launch an MVP product focused on queer and gender-expansive youth in 2022.
Hopelab’s tactical communication plan includes the following:
A six-post Instagram campaign geared toward youth aged 16-23 over the course of 10 days
Amplification on What’s Your Issue Instagram
Amplification on LGBTQ+ partner pages such as CenterLink, It Gets Better, etc
