BASIC INCOME ALBERTA

Strategy, Website, Digital & Print Assets, and Explainer Video

Basic Income is a concept that has seen support from both sides of the political spectrum. Of course, this support is for different reasons, based on different values.

We began by mapping out the different viewpoints and value sets of the various audiences to determine how the concept of a basic income would resonate specifically with each. Then we came up with a strategy that focused on each audience’s viewpoints, and how to encourage them to consider the benefits of a basic income.

We developed universal messaging and a brand that was tailored to both sides of the political spectrum. We produced a website and several print and digital assets, including a newsletter, infographic and toolkits.

Using a digital campaign that was split along value sets, we produced ads and landing pages that spoke directly to the specific value sets, making the optimal emotional argument, and mitigating the common objections that each value set would have. This ad campaign was supported by short-form social videos that spoke to specific concerns. We were also deliberate about changing the language from ‘myth-busting’ (which comes with the implication that the viewer is wrong) with ‘what-ifs’ (which allow the viewer to consider a different idea without being directly challenging to the opinions and beliefs that they already have.

Finally, we created an animated explainer video that spoke fairly but emotionally to the various value sets, without challenging any of them.