ADVOCACY
ADVERTISING
CHANGE DOESN'T HAPPEN BY ACCIDENT.
Our advocacy advertising services mobilize the right people at the right time, using data-driven strategies to influence public opinion and drive policy change. We help you bypass the gatekeepers and speak directly to the people who matter.
THE POWER OF ADVOCACY
In today's fragmented media landscape, getting your message heard is harder than ever. Organic reach is declining, and the public's attention span is shorter than a TikTok video. This is where advocacy advertising comes in. It is the disciplined application of paid media strategies to advance a social or political cause.
My approach to advocacy marketing isn't about shouting the loudest; it's about whispering in the right ears. By leveraging the same sophisticated ad tech used by Fortune 500 companies and presidential campaigns, I help organizations bypass the gatekeepers and speak directly to the people who matter—whether that's voters in a swing district, legislators in a capital, or community leaders in a specific zip code.
I BELIEVE THAT ADVOCACY IS A CONTACT SPORT. YOU NEED TO BE WHERE THE CONVERSATION IS HAPPENING.
CORE SERVICES
Advocacy isn't a monolith. Different goals require different tactics.
ISSUE ADVOCACY
Education and pressure campaigns designed to inform the public about specific policy issues and mobilize action. We craft narratives that simplify complex issues into emotional, relatable stories that inspire people to sign petitions, call representatives, or share content.
POLITICAL ADVERTISING
Precision campaigns for elections and ballot measures. Using voter file data, we target specific households based on voting history and party affiliation. We build fast-loading campaign websites with donation integration, volunteer signup, and compliance-ready disclaimers.
AWARENESS CAMPAIGNS
Broad-reach brand building for causes. These campaigns utilize high-impact formats like video and Connected TV to build share of voice. When people think about your issue, they think about your organization's perspective.
STRATEGIC TARGETING
The effectiveness of advocacy marketing lies in targeting. The "spray and pray" method is dead. We don't buy ads on "the internet"; we buy access to specific human beings.
VOTER FILE MATCHING
Onboard official voter files directly into ad platforms. Target specific individuals like 'Registered Democrats in District 9 who voted in the last two primaries.' This 1:1 targeting ensures zero waste.
GEO-FENCING & IP TARGETING
Draw a digital fence around buildings or event centers and serve ads to mobile devices within that perimeter. Target specific households via IP address, delivering digital direct mail that lands on screens instead of in recycling bins.
CONTEXTUAL & BEHAVIORAL
Target users based on what they read and how they behave online. Serve your environmental advocacy ad to someone reading climate change articles. Contextual relevance increases engagement and credibility.
CREATIVE THAT CONVERTS
Targeting gets you in the room, but creative keeps you there. In advocacy advertising, the creative must be visceral. We have seconds to grab attention.
I focus on "thumb-stopping" visuals and headlines. We test multiple variations of creative—different images, different hooks, different calls to action. Does a positive message ("Protect our parks") work better than a negative one ("Don't let them destroy our land")? We don't guess; we let the data decide.
Video is king in advocacy. I prioritize short-form video content (15s, 30s) that is optimized for mobile viewing. Captions are mandatory, as many users watch with sound off. The goal is to convey the emotion of the issue even if the user only glances at the ad for three seconds.
COMPLIANCE & DISCLOSURE
Political advertising and advocacy advertising come with regulatory requirements that vary by jurisdiction. I navigate these complexities so you don't have to worry.
FEDERAL REQUIREMENTS
- →FEC disclosure requirements for federal candidates
- →"Paid for by" disclaimers on all ads
- →Platform verification for political advertisers
- →Ad library archival requirements
STATE & LOCAL
- →State-specific disclosure language
- →Filing requirements for issue ads
- →Blackout periods near elections
- →Reporting thresholds for independent expenditures
I handle the entire compliance process—from platform verification to disclaimer language to record-keeping. You focus on the message; I ensure it's delivered legally.
FREQUENTLY ASKED QUESTIONS
Real questions. Real answers.
I work on three primary types: issue advocacy (educating the public and mobilizing action on policy issues), political advertising (candidate and ballot measure campaigns), and awareness campaigns (broad-reach brand building for causes). Each requires different strategies, targeting, and creative approaches.
I manage the entire compliance process. This includes platform verification (Meta, Google), proper disclaimer language ("Paid for by..."), FEC and state filing requirements, and ad archive documentation. I stay current on regulations so your campaigns run without interruption or compliance issues.
Awareness campaigns typically run 4-12 weeks for maximum impact. We need 1-2 weeks for strategy and creative development, then sustained media presence to build familiarity. For issue advocacy tied to legislative deadlines, we can move faster with accelerated timelines.
Beyond standard digital metrics (reach, engagement, CTR), we measure real-world impact: petition signatures, calls to representatives, email signups, event registrations, and donations generated. For persuasion campaigns, we can conduct pre/post brand lift surveys to measure shifts in public opinion.
Yes. Using voter file data from L2 or Aristotle, we can target specific voter segments based on voting history, party registration, and demographic data. We build campaigns that mobilize your base, persuade swing voters, and suppress opposition turnout through superior messaging.
Digital advertising is the air cover for ground operations. I help organizations build supporter lists, drive event attendance, and equip volunteers with shareable content. The best campaigns integrate paid media with organic grassroots activity—I help you coordinate both for maximum impact.
READY TO LAUNCH
MY CAMPAIGN?
The opposition isn't waiting. Neither should you. Let's build a disciplined strategy together.