Cycle for Survival is the fastest-growing athletic fundraiser in the country, with events in 13 cities. Fenton was deployed nationally to secure coverage that positioned Cycle for Survival as a movement. Focusing on storytelling, our outreach garnered 1.8 billion impressions over two years. Cancer survivors, doctors and event supporters were featured in Good Morning America, ABC Health, CNN, E News!, Seth Meyers, The Weather Channel, AP and dozens of local ABC, CBS, FOX and NBC affiliates.
The J&J global health team partnered with Fenton to develop Twitter chats on family health. Fenton created a model focused on partner engagement and amplification. We developed robust toolkits for the chats, provided sample language for Twitter, Facebook and email, led outreach and managed the @JNJGlobalHealth handle. Today, J&J is known among partners as a go-to convener for digital events, and our chats have connected some of the greatest minds working to solve global health issues.
The W.K. Kellogg Foundation (WKKF) works with grantees to improve the lives of vulnerable children in New Mexico. WKKF engaged Fenton to support state-wide campaigns for awareness and advocacy. Our team provides grantees with skills-building workshops and individual technical assistance on communication tools and story development that demonstrates the impact of programs on people’s lives. Now WKKF has a more visible presence in New Mexico with growing media attention to its key issues.
The Years of Living Dangerously on Showtime shows how climate change is affecting us right now. Matt Damon, Harrison Ford, Don Cheadle, Arnold Schwarzenegger, Lesley Stahl and others brought what Executive Producer James Cameron calls "the greatest story of our time" to millions. We worked with big green and other groups to create house-parties for the premier, with a Google Hangout with some of the stars. We activated audiences with a news conference, Upworthy posting the entire first episode, getting YouTube, Facebook and Apple to promote the series and other work. We ran rapid response for the 9 week series to rebut the skeptics. (We were one of several agencies involved).
Fenton and our partners worked with Transgender Law Center and Basic Rights Oregon to determine the most effective approach to conversations with everyday people about the importance of transgender health care access. At the end of our research, we produced Healthy People. Healthy Communities, a toolkit of our findings and recommendations for advocates. The toolkit will now be used to train and support advocates working across the country for health care and respect for all transgender people.
Fenton partnered with ASPCA on a consumer campaign to end puppy mills. Online ads, billboards, web video, earned media and ongoing social media all drove consumers to the website for engagement. In just five months,100,000 pet lovers pledged not to shop in pet stores that sell puppies, Facebook put a halt to selling puppies on Marketplace and the largest pet store chain in the Midwest agreed to stop selling puppies.
Fenton joined forces with More Light Presbyterians to flip the vote on a ban that prevented LGBT people from serving in leadership positions in the Presbyterian Church. We created a series of narrative advertisements targeted at “swing” presbytery voters around the theme of a Christian journey toward embracing equality. After several months of campaigning, a total of 24 presbyteries flipped their votes, giving More Light Presbyterian the majority needed to overturn the ban.
Fenton helped the UN Foundation launch Giving Tuesday, a national day of giving á la Black Friday and Cyber Monday. A cross-sector media campaign and innovative social media engagement strategy helped make the inaugural event a huge success, with over 2,500 partners signing on, 247 earned media placements and 50 million mentions of #GivingTuesday plans on Twitter.
Fenton worked with Avon to elevate its signature CSR campaign Hello Green Tomorrow and position the company as a global leader combating deforestation. Our integrated strategy used media, digital advocacy, and nonprofit partnerships to engage Avon stakeholders with Hello Green Tomorrow, leading to 18 million media impressions, 77,000 influencer impressions on Twitter and a 2,700% increase in web traffic.
Fenton teamed up with Save the Children on “Mom’s the Word,” a highly successful Facebook campaign designed to attract young moms as potential donors and harness funds from corporate partners. A six-month ad campaign generated a .2% click-through rate (double the industry standard) and over 200,000 “likes.” Our ongoing creation of visually-rich content generates high levels of engagement every day.
The National Abortion Federation and the ACLU brought on Fenton to help overturn a policy that denied servicewomen insurance coverage of abortion if they became pregnant from rape or incest. We combined online ad buys with social media engagement to put pressure on Congress to reverse the ban by supporting The Shaheen Amendment. In late 2012, the Amendment was passed by both chambers of Congress with broad bipartisan support.
The Bernard van Leer Foundation hired Fenton to organize online and offline conversations to solicit creative solutions to ending violence against children. Our media campaign helped position the Foundation as a global leader, giving it the credibility and momentum needed to convene stakeholders and strengthen the violence prevention field.
RWJF grantee Cure Violence promotes a public health approach to violence prevention that involves training “violence interrupters” to mediate disputes on the street. Fenton launched Cure Violence’s rebrand, and provides communications support to raise the profile of the nonprofit’s innovative—and proven—approach. So far, over a dozen cities (and counting) have adopted the Cure Violence model.
Alta Gracia, the first apparel brand to pay its workers a living wage, called on Fenton to help boost brand loyalty and visibility. We shared the workers’ success stories at the point of purchase and with media, leading to feature placement in major outlets such as The New York Times. This strategy also helped us build an engaged, visually-oriented Facebook community that bridged the gap between Alta Gracia’s fans and factory workers.
Created by Encore.org, a nonprofit that promotes second acts for the greater good, the Purpose Prize honors people over the age of 60 that use their passion and experience to address complex social problems. Fenton deployed a targeted media campaign, helping Encore.org land over 30 placements, including the New York Times, Wall Street Journal, Forbes, Chronicle of Philanthropy, Upworthy, and AARP online.
Riverkeeper works to keep pollution out of the Hudson River watershed, where New York City gets its unfiltered tap water, which is widely considered among the best in the world. Fenton worked with Riverkeeper to raise the organization’s profile and advocacy reach. We created the “Don’t Frack with New York’s Drinking Water” campaign, centered around a “local pride” appeal to New Yorkers. The campaign doubled the number of fans on Riverkeeper’s Facebook page and generated over 15,000 signatures on a petition to ban fracking.
In 2005, a group of American Muslim leaders decided to take action to end anti-Muslim hate crimes and negative perceptions of Islam. Fenton led communications for a multi-year initiative that we named “One Nation.” We trained more than 100 American Muslim groups and leaders on core perceptual “frames” to combat negative stereotypes, created an online resource for journalists seeking story ideas and ran a media “war room” to react swiftly to breaking news about the American Muslim community. Four years into the campaign, research found that the number of Americans who associate Islam with violence has declined, with a plurality (45%) who says Islam is no more likely than other faiths to encourage violence among its believers.
During the 2004 elections, Fenton provided strategy and messaging for National Voice’s Get Out the Vote campaign, NOVEMBER 2, to register Americans who had never voted, targeting people of color, youth, women and new citizens. Fenton helped National Voice fine-tune their outreach plan and promote the campaign’s innovative mix of traditional and guerrilla marketing tactics, including billboards, T-shirts, bumper stickers and broadcast PSAs. NOVEMBER 2 was responsible for registering 4 million, outpacing efforts by the political parties and partisan organizations.
To be relevant and stay top-of-mind against its competitors, the Futures Group—which provides research for global development professionals—hired Fenton to refresh its brand. Our analysis revealed that “research” wasn’t a differentiator. We rebranded Futures Group as the “seer,” focusing on its ability to forecast trends. When Futures Group merged with the Australia-based development firm GRM Group a year after working with us, the brand proved to be so compelling that GRM hired us to rebrand its own firm as well.
Fenton undertook a discovery process and determined that UNDP suffered from misperceptions that it was strictly an aid or funding organization. We refocused emphasis on UNDP’s impact and the bold scale of its change, and also created a new framework and tagline for the organization. This new brand approach was the foundation for its web redesign, its 2011 annual gathering, as well as the annual report. It continues to be a touch point for organization-wide communications.
Every month, more than 330 million people around the world use Wikipedia. Yet many people forget—or don’t realize—that Wikipedia is actually a non-profit initiative that relies on donations to survive. Fenton developed WIKIPEDIA FOREVER, which proved to be the most successful fundraising campaign in the Wikimedia Foundation’s history. In just two months, more than 230,000 people donated more than $8 million, exceeding the Foundation’s fundraising goal by half a million dollars.
When New York Governor Andrew Cuomo announced in August 2012 that hydraulic fracturing for shale gas, or fracking, might happen in New York, Yoko Ono and her son, Sean Lennon, partnered with Fenton to promote Artists Against Fracking, mobilizing over 200 artists to take a stand against fracking. Months after launching the campaign, polls revealed that public opinion on fracking had shifted from 42% supporting fracking and 36% opposing to a 40%-40% split. Shortly thereafter, the Cuomo administration announced that they could not proceed with fracking until a comprehensive study of environmental and health impacts could be completed and show no risk.
Robert Wood Johnson Foundation grantee Playworks supports learning by providing safe, healthy and inclusive play and physical activity to schools. Fenton helped Playworks grow from a local Bay Area program to a national organization with programs in 16 cities by developing and publicizing research products, producing a documentary film, garnering media coverage on the front page of The New York Times and ABC Nightline and guiding the group through a new brand launch and the creation of a new website.
The Carton Council is committed to diverting cartons away from landfills and into the recycling bin. To support the Council’s public education efforts, Fenton developed a multi-city behavior change campaign to encourage consumers to recycle food and beverage cartons. The pilot campaign in LA generated over 5.1 million online impressions, reached 1.5 million radio listeners, 165,000 supermarket shoppers and 852,000 newspaper readers, paving the way for the Carton Council to expand their work in other cities across the nation.
"Join My Village" is a digital, cause-marketing campaign created by General Mills and Merck to benefit girls’ education in Malawi and India. Fenton was hired to help grow the Join My Village Facebook community to trigger 50,000 clicks/donations. We identified strategic content that would be the most likely to generate action, and grew the community by 184% in six weeks. Engagement levels rose to 75%—well beyond the initial goal.
To promote transparency and informed decision making in the consumer market, Stonyfield Organics partnered with Fenton to mobilize consumers to contact the Food & Drug Administration and demand that all products containing genetically engineered (GE) foods be clearly labeled. We launched the Just Label It campaign in September 2011, leading more than a million consumers to contact the FDA. Just Label It continues today as a national coalition of 500 partner organizations.
Fenton partnered with Unilever and Globescan to create the Sustainable Living Lab, an online platform built to host a 24-hour online global dialogue on leading ideas and best practices in sustainability. Over 1,000 people from 77 countries logged into the lab during the 24-hour event, with nearly half actively posting comments and participating in the discussion. 95% of attendees said they would participate again if given the opportunity.
Fenton partnered with UNIFEM on a global awareness and action effort driven by social media to support UN Secretary-General Ban Ki-moon’s UniTE to End Violence Against Women campaign. We built an online campaign platform that registered 200,000 actions within months—double the initial goal. Two years later, the platform continues to grow, with over 5.5 million actions currently registered.
NASA's Dr. James Hansen warned Congress of the devastating impacts of climate change from fossil fuels in 1988. Sadly, all his predictions are coming true but still not heeded by governments. We have been honored to assist Dr. Hansen during the past year with pro bono communications support to further warn the world while also proposing a fee on carbon as the solution. We helped arrange for him to speak at TED, pen multiple newspaper op-eds, brief top news executives, meet leading conservatives, publicize scientific studies and helped him convince The New York Times to oppose the Keystone pipeline. It has been an honor to work with this public servant for the planet.
As part of its overall goal to promote a new approach to economic self-sufficiency, Means of Exchange partnered with Fenton on the launch of the UK’s first Cash Mob, which was designed to bring a boost in sales to a local London bookshop. Media coverage previewing the event helped drive Cash Mob participation and a front-page follow-up piece in the Financial Times generated additional interest in Means of Exchange’s mission.
The Gender Equality Project (TGEP) has developed the only global business certification for gender equality. Fenton helped TGEP to define its offer so that it was more effective in communicating its message to potential clients, stakeholders and the media. Fenton also oversaw a renaming and rebranding of both the organisation and the certification to EDGE.
Fenton teamed up with the International Co-operative Alliance in an effort to shift mainstream perception of co-operatives as predominately small, community-based models. After a thorough media audit, we identified the key spokespeople and messaging points to help the ICA successfully promote the Co-Operative Model as a financially-successful model among business leaders.
Fenton partnered with the European Climate Foundation to better understand the prevailing views about climate change, climate science and the International Panel on Climate Change process amongst key stakeholders and opinion-formers. Insights from the audit are helping shape the organization’s communications strategy.
GlobeScan and Sustainability turned to Fenton to promote their Regeneration Roadmap—a tool to encourage the private sector to act more strategically on sustainability issues—ahead of the international Rio+20 climate conference. By creatively leveraging the expertise that the sustainable development pioneers had to provide a unique insight into Rio+20, we successfully broke through the noise, garnering media coverage and momentum for the Regeneration Roadmap.