We believe in the power of people. Collective action is the force multiplier that can spark change. When organized, equipped and activated, an army of supporters can shout your message from the rooftops and create ripples at the grassroots level, big enough to be seen from the top.
Grassroots communication campaigns are a not-so-secret weapon. They unite voices behind a singular goal, amplify local narratives and empower everyday spokespeople to drive real action. When it comes to public engagement, there’s strength in numbers, and we know how to rally them.
Grass Roots? Who Does it Root For?
While some strategies speak to the “grass tops” (think elected officials or industry leaders), grassroots efforts tap into communities. These could be geographic (West Texans), demographic (Gen Z voters), cultural (soda drinkers), or experience-based (parents of public-school kids). The goal? Recruit advocates who already care and give them the tools to care louder.
Whether you’re influencing public opinion around public policy, building a brand reputation or setting the tone before a high-profile trial, a well-run grassroots campaign turns a whisper network into a sonic boom.
Building the Army
We start by identifying the communities who already get it – or who potentially could. Then we help our clients find their champions: the parents, teachers, small business owners, influencers or TikTok creators ready to carry water for the cause. Sometimes, it’s as easy as calling your cousin (you know, the one who always has thoughts on Facebook) or looking at comments on relevant news articles.
Once recruited, we arm them with clear and concise messaging, social media content, shareable graphics, collateral and talking points that keep everyone on the same page, aligned towards the same goal. No wildcards here, just local voices that collectively move the needle.
Go Local
Localization is key. That means taking your message and rooting it in real stories from real people. It builds credibility and ultimately increases impact. Real experiences can also cut through online noise, but also add a more relevant peg for local media.
By building out community engagement, you also hear more stories and gain valuable insight into the real lived experiences, which can also influence your messaging and strategy.
Harness Social Media’s Powers for Good and Not for Evil
Facebook, X and Nextdoor are grassroots goldmines. They’re hotbeds of hot takes and ripe for recruitment. Instagram and TikTok are great, too, typically offering more high-effort, high-reward content.
We know how to navigate the platforms and pick the right messengers, and messages, for each.
Case Study: Make Our Schools Safe Day 2025
We led a national grassroots campaign that recruited advocates from every corner of the country, which culminated in one collective day of unity and action. We worked with several key stakeholder groups in key states: lawmakers, teachers, parents, students and school safety advocates, equipping them with social media graphics, flyers and one pagers, messaging and talking points. The result? National media coverage, a united message, a digital wave that couldn’t be ignored and ultimately persuaded and informed public policy.
The people are the true changemakers, when activated appropriately.
TLDR: Unleash the hordes of angry Facebook users. What’s the worst that could happen?
