During this internship, we were split into groups and tasked with finding a creative solution to a social problem. We chose police violence, highlighting 8 use of force policies that can be found on useofforceproject.org. These policies would reduce police-related killings by 75%, p but currently San Franciso is the only one that had adopted all 8. Our #EnforceAll8 campaign would encompass hanging hoodies with creative copy related to the polices in stores so people happen to come across them.

1. July 25, 2019

2. Carley Butdorf
Account Management
Erica Howie
Influencer Marketing
Julius Im
Copywriter
Chris Coleman
Media Buyer
THE TEAM

4. June 3, 2019- July 23, 2019

5. There are eight policies that can limit police officers’ use of force.

7. CAMPAIGN ZERO
A non-profit organization striving to end police violence in America.

8. Only 1 of the 100 largest police departments has enforced all eight policies.

9. Average Number of Policies In Place per State
0 to 4 policies
5 to 7 policies
8 policies
No data reported

10. There are no safeguards against violent police interactions when
police departments choose not to enforce all eight policies.
The Problem

11. Educate communities about the eight use of force policies and to
demnd local representatives across the country to enforce all eight.
The Solution

12. 72%

14. Gen Z Activists
Meet the Gen Z activists. They’re tech-savvy, but
also value experiences outside of their phones.
Museums and concerts are right up their alley.
They talk about the issues they’re passionate
about on social media and are convinced they can
make a change in the world.

15. Millennial Changer
Use of Force Project (intro)
Millennial Changemakers
Meet the Millennial Changemakers. They’re
opinionated and passionate. Millennial
Changemakers believe that small actions lead to
big changes. Because of their busy lives they love
bite-sized news and simple ways to be a part of the
conversation.

16. CREATIVE

17. Many times police profile individuals wearing black
hoodies as dangerous and a potential threat to the
community.
These hoodies will be used to shock retailer
shoppers and engage our audience to share the
message and demand all police departments to
#EnforceAll8 .
Fit The Description:
Black Hoodies

18. RETAIL STORES
Since the policies are hidden in plain sight for
most of America, we decided the black
hoodies should truly represent each policy by
hiding the hoodies throughout selected retail
stores we know our audience is shopping at.

19. Requires the Use of Force Continuum

20. Bans chokeholds and strangleholds

21. Duty to intervene and stop use of
excessive force.

22. Requires de-escalation

23. Requires exhausting all other means
before shooting

24. Restricts shooting at
moving vehicles

25. Comprehensive reporting on uses-
of-force

26. Requires officers to give verbal
warning before shooting

28. POP-UP SHOP
The pop-up shop will serve as a way for people to buy the black
hoodies and learn more about #EnforceAll8.

29. ACTIVIST INFLUENCERS
Hoodies will be sent to notable activists across
the nation. Accompanying the hoodies, a letter
explaining the purpose of campaign will be sent.
Our goal is that the activists will share posts
wearing black hoodies.

30. INSTAGRAM
The instagram account is an educational tool
and will help the campaign connect with
activists.
The account will include Instagram highlights
listings which cities have enforced the policies.
Additionally, posts will include statical and
factual information to further explain the
importance of enforcing all policies.

32. THE BYSTANDER
SnapchatLens
The purpose of the lens is for our audience to
feel the weight of importance to enforce the
policies.
Through the lens, a scene will unfold and the
person viewing will feel like the bystander
watching and recording a police officer
wrongfully abusing someone. Then, he or she
will be disrupted by police officers screaming
“Stop recording!” “Put your phone down!”

33. THE WEBSITE

34. The 2020 presidential election is a turning point in
American history. With police violence a topic of
discussion, it is important to understand what
candidates are saying.
This section of the website will provide:
● Information on each candidate
● Their voting history
● Their platform on police violence
PRESIDENTIAL
CANDIDATES

35. This pre-written letter will be on the
#EnforceAll8 website. People will be
encouraged to send this letter to their local
representatives by inputting their zip codes and
signing their names at the bottom.
This letter explains the eight policies and calls
on representatives to make it mandatory to
adopt the policies.
CALL TO ACTION

36. MEASUREMENT PLAN
GETTING INVOLVED
Metric: Use of hashtag, website clicks, time spent on Snapchat Lens
BUILDING AWARENESS
Metric: Social Listening, Earned Media, & Activists influencer impressions
TAKING ACTION
Metric: In-store traffic, hoodie purchases, letter submissions