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Educating Young People about CPCs: a Tumblr Campaign
Sarah La Due NARAL Pro-Choice America
@LaDue
April 6-8, 2014 San Francisco, CA
Annual Conference on Youth + Tech + Health
• National advocacy and lobbying group working to protect and advance reproductive rights… because politicians make crappy doctors.
• Electing pro-choice candidates to office. • Lobbying congress and in the states. • Education. • Abortion isn’t the only issue…
• Birth control • Sex Education • Maternal care • Access to healthcare.
NARAL: what we do
• CPCs… • …pose as legitimate reproductive health centers. • …have a record of outright lying to dissuade people from
exercising the right to choose. • …often advertise as if they provide abortion services, drawing
people in by promising free reproductive health services, including free pregnancy tests, ultrasounds, and options counseling.
Crisis Pregnancy Centers: the (fake) clinic arm of the anti-choice movement
• State investigations dating back to 2000 • Reports issued across the country • Legislation in New York, Austin, Baltimore, and San Francisco • Campus mobilization
NARAL has led the movement to expose these fake clinics.
• The plan: • Mobilize students & other young people across the country to
educate their peers about CPCs.
• The challenge: • CPCs can be difficult to explain • Large visual element
CPC Week of Action 2013
• Launched Tumblr account at the beginning of the CPC week of action • Posted internally created content every day
• Multiple aspects, one tumblr
The Tumblr: Exposing Fake Clinics
• Launched Tumblr account at the beginning of the CPC week of action • Posted internally created content every day
• Multiple aspects, one tumblr
The Tumblr: Exposing Fake Clinics
Aspect #1 – The Photo Campaign
Aspect #1 – The Photo Campaign
Aspect #1 – The Photo Campaign
Aspect #2 – The “red pen” images
Aspect #2 – The “red pen” images
Aspect # 2 – The “red pen” images
Aspect #3 – Everything else.
Aspect #3 – Everything else.
Aspect #3 – Everything else.
• Over 1,500 subscribers in the first two weeks
• Entire segment on The Young Turks YouTube show devoted to our campaign • Jezebel article
• #CallOutCPCs used widely on Twitter
Results…
• Gives you a built-in audience for future campaigns
• Helps you reach new audiences (via hashtags)
• Users tend to be younger (on average) than Facebook Users • It’s free!
Some Reasons to Use Tumblr
• Know if Tumblr is the right tool for you. • Do you have your own content? Does it fill a specific niche?
• On Tumblr, specific does better than broad. People want to know what they’re subscribing to.
• Images, images, images. (And gifs!) • Avoid text-heavy posts.
• Post frequently. • Applies to all social media sites. • Use it to cross-promote your other work, but only when it applies.
• Know how to tag posts properly. • Go broad and go big!
• Repeat yourself! (A lot!) • Should be a part of a broader campaign.
Tips for success!
