Crying Out for Change

Challenge: Think Babies hosts an event with lawmakers on the Hill called Strolling Thunder every year. This event addresses five policy areas: child care, paid leave, economic security, mental health, and early head start. Families from all 50 states come to the Hill to participate. Given that we were in a pandemic, they were looking for a new way of conveying their message to reach policymakers.

Strategy: A stunt was created and executed around the Capital building. A large digital baby-monitor-designed billboard was made on a car that drove around the National Mall playing various ads. Along with the stunt, I designed a full social media plan to get families from all 50 states to “cry out for change!” This plan was executed the same day as the stunt through X, Instagram, and TikTok. Our team organized events to have students and families see the digital billboard in real life and post it on social to further awareness. Lastly, the production team filmed the truck with the baby monitor driving around the Capital to gain further impressions and make a re-sharable video. At the end of this campaign, the stunt got thousands of social impressions.