In response to Donald Trump’s election and proposed Muslim ban, as well as the corresponding wave of anti-immigrant sentiment, we were inspired to make a statement in support of immigrant communities in the US. We also felt it was essential to educate the public that the protections afforded by the First Amendment apply to everyone, regardless of citizenship or immigration status.
Emergence Creative, in partnership with the American Civil Liberties Union (ACLU), launched a thought-provoking campaign in April 2017 to remind the public of their First Amendment rights and reassure immigrants that they too are protected by the U.S. Constitution. Conceived as a reaction to President Trump’s attempted Muslim ban, the campaign features the First Amendment in Arabic, Spanish, and English. Large-scale installations in iconic locations like Times Square increased visibility and sparked conversation.
The First Amendment applies to everyone, and the principles it upholds mean the same thing in every language. Freedom of religion, speech, press, and protest are core American values that Trump and his supporters have repeatedly trampled. To highlight the universality of these rights in a simple, memorable way, we leveraged the power of the original text itself.
“When Emergence approached us with this idea, I knew we had to do it,” said Stacy Sullivan, associate director of strategic communications at the ACLU. “So much of the work we do at the ACLU revolves around the First Amendment. It grants freedom of speech, freedom of the press, freedom to peaceably protest, as well as the right to practice your religion without being discriminated against for doing so. Seeing it translated into other languages, at a time when President Trump’s rhetoric has been so hostile to immigrants, really struck a chord with us.”
SMART CITIES NEW YORK
SMART CITIES NEW YORK
We started with the question: what makes cities “smart”? The current landscape of “smart cities” events focuses on technology and large corporate solutions. We saw an opportunity to differentiate this event by embracing the human element.
Smart Cities NYC 2017 was the first event of its kind, bringing together leading voices from business, government, and the social sector to discuss the challenges and opportunities facing cities in the 21st century.
After a successful inaugural conference, Emergence Creative and its partners will host Smart Cities NY 2018 at Pier 36 in Manhattan.
Our landscape analysis and strategic conversations led to the insight that people make cities smart.
Using this insight as a guiding principle, we developed a launch video, logo, visual identity, and print/digital collateral to build interest and engage diverse audiences. We selected the Brooklyn Navy Yard as the location to break the mold of traditional conferences by re-imagining the event as a World’s Fair for the 21st century.
In its inaugural year, Smart Cities NYC generated extensive interest from sponsors and partners. With speakers and attendees from more than 300 cities in more than 30 countries, Smart Cities NYC was a truly global event.
The conference also maintained strong local ties by cultivating high level support from the NYC Mayor’s Office, the Brooklyn Navy Yard, and influential media institutions like Vice. A full list of sponsors from the private sector, government, technology, and academia appears on the next slide.
Alliance for Safety and Justice
Alliance for Safety and Justice
The concept behind “Time Done,” which was conceived by Emergence Creative and features the song “The Tree” by Sons of Bill, is the familiar image of “hash marks” on a cell wall, counting the number of days until release. Here, those marks will follow the released individual back into his “normal” life, serving as a metaphor for the enduring barriers he faces as he tries to adjust. The viewer follows the protagonist from his release and reunion with his family to various attempts to reestablish his life: volunteering as a coach for his daughter, applying for a job, and trying to register to vote. The dejection and frustration he and his family experience as a result of these barriers demonstrates the difficulty of truly moving on and finding redemption. The spot closes with facts related to incarceration in Florida—where the campaign will launch—and a powerful question: When will our sentence end?
ASJ approached us because they wanted to highlight the many barriers and restrictions that people living with felony convictions face upon release from prison, of which most Americans are unaware. The number of people convicted of a crime classified as a felony offense has skyrocketed over the past four decades: There are more than 20 million people (1 in 12 adults) in the U.S. with a current or prior felony conviction, about four times more than in 1980. These individuals face hundreds of restrictions on employment, professional licensing, voting, housing, benefits, and more. Too often, these barriers prevent them from earning a decent living, supporting their families, and becoming productive members of the community. Rather than relying solely on facts and statistics, we sought to tell a human story that would inspire empathy from the audience.
“Time Done” is just the most recent example of Emergence Creative’s unique approach to social impact advertising.
Non-compliance (failure to take medications as directed) is a significant problem in the management of chronic disease, especially among older patients. Assessing patient behaviors and attitudes, we segmented the audience and identified appropriate communications to overcome barriers to successful treatment in each target group.
Moxie is a wellness platform that empowers people to live a good life on their own terms. It helps elderly patients track their activity and wellbeing, monitor their medications, and learn about health. The audience is people over 65 years old who have serious and chronic medical conditions.
Market research showed that “nagging” reminders about healthy living and proper use of medication can alienate patients, so we developed a fun, quirky character to convey these messages in the form of an online patient portal, direct mail, text messaging, daily check-ins, gamification, and rewards. Varying the content of messaging and delivery format keeps patients engaged and motivated.
A randomized phase III trial of MOXIE vs direct economic intervention began in December 2015 in Alberta, Canada.
Thus far, hundreds of patients have been randomized, with an overall accrual goal of approximately 4700.
The primary endpoint of the trial is patient survival.
Healthy minds unleash the hidden potential of communities. Emergence worked closely with GDI (The Global Development Incubator) to develop a multi-stakeholder initiative around mental health. Our research demonstrated that mental health is often discussed in negative terms, focusing on the emotional, economic, and social burden of illness on sufferers and communities alike.
citiesRISE is a global platform that will mobilize collaboration, innovation, and investment in mental health. By engaging a global network of cities to pursue partnerships and initiatives at local, national, and international levels citiesRISE seeks to bring about systemic change in mental health and well-being.
Our research and strategic discussions culminated in a simple insight: mental health needs a re-brand.
This core insight informed the CitiesRISE branding and messaging, shifting the focus to a sense of global connection, strength, and positivity. By highlighting the potential of mental health rather than dwelling on the burden of mental illness, we were able to re-frame the story.
CitiesRISE launched at Smart Cities NYC '17 with major global partners and will be launching in multiple cities around the world in coming months.
Great minds don't think alike.
The importance of innovation and creativity pervades every conversation about the future of business, government, and the social sector. Artists are starting software companies, launching B Corporations, and working on all the important social issues of our time: immigration, race, criminal justice reform, climate change, and more.
Emergence worked with Upstart Co-Lab to interview over 20 thought leaders and artist innovators ranging from scientists and CEOs to artists such as Yo-Yo Ma. We combined the insights from this work into a comprehensive report and op-ed.
There has been growing recognition that cognitive diversity—differences in perception, judgment, and thinking style—is essential to maximizing the efficiency and problem-solving capacity of teams. In parallel, leaders across all fields have signaled that creativity—original ideas that are effective and useful—is the single most important factor for success.
A survey of employers found that 97% believe creativity is of increasing importance, yet 85% have difficulty finding qualified applications when filling creative positions.
he report, “Great Minds Don’t Think Alike: Artists as innovators in business, government, and society”, defines artist innovators as artists who work outside the studio, the theater, and the concert hall to bring their distinctive talents and skills into business, government, and the social sector. The report includes insights from individual interviews with prominent artist innovators such as cellist Yo-Yo Ma and leaders from Mckinsey & Company, Red Bull, and Massachusetts Institute of Technology.
he report was picked up and covered in multiple media outlets, published in business and arts trade newsletters, and featured in a talk at Denver Startup Week. The next phase of the project will involve campaign development and broad public launch of advertising, thought leadership, and programmatic work
GLOBAL DEVELOPMENT INCUBATOR
GLOBAL DEVELOPMENT INCUBATOR
GDI needed to differentiate themselves in a crowded space of consulting firms and NGOs, tackling the siloed nature of international development and social impact. Emergence engaged with a broad set of GDI partners and stakeholders to understand the core value proposition, landscape, and strategic insights. This process landed on the idea that GDI builds organizations with a long-term approach, bringing the talent, ideas, and resources needed to help organizations launch and grow.
GDI was born to build. We search out revolutionary ideas, cut across siloes, select promising organizations, and create partnerships that spark new opportunities in international development, global health, agriculture, and social enterprise.
We developed the concept of “growth engineering” to crystallize the complex nature of GDI’s work. We built a full logo, visual identity, website, and collaterals expressing the new brand.
GDI’s website and brand launched with great acclaim in the international development space.
The World Economic Forum, The Government of Canada, Dalberg Global Advisors and the Global Development Incubator partnered to create a new digital platform to attract private sector investors to international development opportunities.
Convergence is a platform that brings together public and private capital to invest in economic, social, and environmental development in emerging and frontier markets. Our target audience is private-sector financial professionals and investors.
We developed a full brand strategy and visual identity, from name and logo to web design, launch video, and print collaterals. The key insight: private sector investors need to feel that investments in emerging markets can be prudent and profitable.
The platform was announced in Ethiopia at a World Economic Forum event on financing for international development by Canada’s Minister of International Development and has been hailed as a success by its founding partners. The platform launched in February 2016 at Davos.
How do you define a new international initiative around lowering barriers to eyeglasses for all?
There is a global need for greater access to eyeglasses, and the need is growing. We envision a world where every individual with poor vision has access to properly prescribed, affordable glasses, enabling them to fully realize their potential to learn and earn, as well as enhancing their personal well being.
Focus on the simplicity of the solution through the mantra: Glasses Change Lives. Balance the serious nature of the issue with the energy and excitement that a transformative solution like glasses can give. We executed this initiative and built a brand through logo, brand identity, web, and print collaterals.
A fresh new brand in the international development space that excites and inspires.
Healthcare is a crowded and often uninspiring space for communications and branding. Too often the focus is on sterile relationships between patients and doctors.
To healthcare decision makers Locus Health is the quality care solution that provides behavioral insight and influence because “patient understanding” is the foundation of better health.
Patient Understanding. A new name, tagline, logo, and visual identity flowing from a unique brand position that captures the humanity of coordinated care.
Locus launched a new site and new materials based on the positioning and design. They have since secured
$4 million in investment from a major hospital system.
Working with physicians from around the world, we worked to understand the unique role of breastfeeding medicine and its role in the medical and advocacy landscape.
A respected global organization, ABM needed to modernize their branding and communications to appeal to a new generation of physicians. We created a vibrant, human brand that captures the scientific rigor and emotional connection that is fundamental to their mission.
Expert. Progressive. Ethical. ABM’s identity needed to reach around the world and across medical disciplines. We worked with the Board to craft a positioning statement that resonated and a brand that respected the organization’s history while moving it forward.
Emergence built a new website and other collateral based on the new brand positioning, visual identity, and communications objectives. The site launched at the 2017 ABM Annual International Meeting.
A digital platform connecting physical places: a curated network for civic innovation, connecting local innovators with government, academia, business, and community both within their cities and around the world.
Emergence worked closely with Global Futures Group to understand the nature of urban innovation ecosystems. We created a brand strategy that clarified the story, focusing on citizens as the heart of innovation.
CIV:LAB was created to connect ecosystems locally and globally
Pillars is a social investment fund that offers forward looking Americans the opportunity to build a more inclusive and resilient society through programs that elevate and amplify the talents and leadership of American Muslims at a time when our country desperately needs a way to celebrate singular identities within a single national narrative.
Pillars was looking to launch an organizational strategy and brand that would bring Americans together. Emergence worked closely with Mind and Matter Studio to develop a core strategy and then brought that to life through logo, visual identity, and digital presence.
The brand was built around a singular insight: There is no “us” and “them” in the American identity, only an evolving “we.”
Launch of a compelling new brand and organizational identity through collateral materials and microsite.
“Mental health now”, or mhNoW, is a global, collective action including private, public, social and philanthropic organizations to find and accelerate proven solutions that address the unmet need to improve mental health.
The Global Development Incubator (GDI) worked with Emergence Creative and the key stakeholders of the mhNOW collective action initiative including Johnson & Johnson, Grand Challenges Canada, BasicNeeds and StrongMinds to create and produce a launch video for the mhNow collective action.
YUNUS SOCIAL BUSINESS
YUNUS SOCIAL BUSINESS
To create awareness among investors and donors of the value and impact of self-sustaining social businesses.
We guided YSB through landscape and competitive analysis, helping to position the brand in a crowded market. YSB needed a clear strategy that unified their global and local efforts, conveyed a serious business approach, but felt lively and human. We developed a position and tag line that unified the organization and breathed new life into the brand.
The strategy and website redesign accentuate YSB’s focus on triggering global social change by activating local entrepreneurs and their social businesses.
A bold, new, and memorable identity and visual vocabulary for YSB that speaks to investors, donors, and social entrepreneurs.
Institute for Personal Leadership
Institute for Personal Leadership
IPL offers a scientific pathway to realizing your full potential in life and leadership. If you are committed to evolving yourself as a leader and as a human being, IPL can provide you with structured training, tools, inspiration and a peer community to guide every stage of your journey.
Executive leadership is a crowded space. We cut through the noise to find the unique value proposition for IPL.
“The Science of Self”
IPL used our strategy and new visual identity to rework their website and pitch materials, as well as telling their story in a new and compelling way.
Re-position mothers2mothers in a crowded global health space as they grow and funding sources shift.
We interviewed and surveyed mothers2mothers team, stakeholders, and supporters. Based on these insights, we helped the organization move towards a more integrated story about mothers and community.
Ongoing shift with new positioning to launch soon.
To use the power of food entertainment to draw attention to public health and sustainability issues related to food and agricultural systems
We partnered COOK IT RAW with VICE media to create and broadcast short films that tell immersive socially relevant stories of international food systems.
The first COOK IT RAW film on VICE has garnered more than 80K YouTube views in 3 months, the second more than 40K in less than 7 days.
Empower Generation wanted to create a consumer campaign to increase sales of solar lamps and home power systems through their network of women entrepreneurs in rural Nepal. They needed a bold campaign that would change the way consumers thought about solar power.
We developed a full brand strategy and creative campaign connecting the benefits of solar light to family and community prosperity, leveraging the Nepalese festival of Tihar and the Hindu goddess Lakshmi to create a sense that a bright home is a prosperous home.
The campaign will be launched in Fall 2015 in print, billboards, radio, and other mediums. Early market testing showed overwhelmingly positive response to the campaign.
Re-position Echoing Green in a crowded social impact space as they grow and funding sources shift.
We interviewed and surveyed Echoing Green's team, stakeholders, and supporters. Based on these insights, we helped the organization move towards owning their history of leadership development and acceleration.
Ongoing shift with new positioning to launch soon.
Branding an innovative data platform to improve global humanitarian efforts
SEARCHING FOR THE SIGNAL
To create a brand and communications strategy to drive use of an innovative a cloud-based data storage and analytics platform designed to improve global humanitarian response efforts.
We worked with the United Nations Office for the Coordination of Humanitarian Affairs (UNOCHA) create the HDX brand position and launch strategy.
HDX was successfully launched in July 2014 with thousands of users signing up. Next steps include creating a global brand engagement campaign to amplify awareness and use.
Putting music where the people are
Take a grass roots arts movement to the next level. Bach in the Subways needed to raise funds, engage new audiences, and clarify their brand and story for the biggest Bach in the Subways Day ever...
From the inspiration of a single cellist playing alone in the subways, a global movement is born to liberate Bach's music from concert halls and give it freely to the public once a year. We sharpened the appeal of the Bach in the Subways narrative, orchestrated and filmed a 300-person chorus flash mob in a New York subway station and amplified the Bach in the Subways brand through social media and video content.
Bach in the Subways Day 2015 was a huge success: thousands of musicians in 150 cities in 40 countries participated. More Bach was played and heard in a single day than ever before in history.