TOGETHER: A Case Study on HUMAN's 2016 Campaign for Bernie Sanders

Overview

In the lead-up to the 2016 U.S. presidential election, Senator Bernie Sanders' campaign sought to encapsulate the spirit of unity and collective action that defined his grassroots movement. To achieve this, they collaborated with HUMAN to create "TOGETHER," a multifaceted campaign designed to resonate across diverse platforms and audiences.

Objectives

• Amplify Sanders' Message: Convey the campaign's core themes of unity, inclusivity, and collective progress.
• Engage a Broad Audience: Reach potential voters across various demographics and geographies.
• Leverage Multiple Platforms: Ensure the campaign's presence across television, digital, social media, and physical spaces.

Creative Strategy

HUMAN employed its Narrative Design™ approach, focusing on:

• Audience-Centric Storytelling: Crafting narratives that place the audience at the heart of the story, fostering personal connections.
• Emotional Resonance: Eliciting feelings of hope, solidarity, and empowerment to inspire action.
• Consistent Messaging: Maintaining a unified voice and visual identity across all campaign elements.

Campaign Elements

• Film: The centerpiece was the "TOGETHER" film, which premiered at a Bernie Sanders rally in Iowa and garnered over 50 million views, making it the most-viewed ad of the 2016 election cycle.
• Branding and Copy: Development of a cohesive visual and editorial identity that reinforced the campaign's themes.
• Digital Strategy: Creation of custom social media profiles, a responsive microsite (TOGETHER.vote), and an interactive web app allowing users to upload their photos, fostering community engagement.
• Outdoor Campaign: Design and distribution of posters and street art, which supporters organically shared and displayed nationwide.
• Television and Online Ads: Deployment of the "TOGETHER" film as a national TV spot in 12 states, complemented by targeted online advertising.

Impact

• Viral Reach: The campaign's film achieved over 50 million views, amplifying Sanders' message far beyond traditional campaign channels.
• Media Recognition: Praised by media outlets and commentators, including Joe Scarborough of MSNBC's "Morning Joe," who highlighted "TOGETHER" alongside the "America" ad as standout political advertisements of the cycle.
• Grassroots Mobilization: The campaign's interactive elements and shareable content empowered supporters to become active participants, fostering a sense of ownership and community.

Conclusion

HUMAN's "TOGETHER" campaign exemplified the power of integrated storytelling and strategic design in political advocacy. By aligning creative execution with the campaign's core values, it not only amplified Bernie Sanders' message but also galvanized a movement rooted in unity and collective action

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