{"id":3774,"date":"2025-10-02T14:03:25","date_gmt":"2025-10-02T19:03:25","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3774"},"modified":"2025-10-02T14:28:43","modified_gmt":"2025-10-02T19:28:43","slug":"how-to-roll-out-a-social-initiative-unbadly","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/how-to-roll-out-a-social-initiative-unbadly\/","title":{"rendered":"How to roll out a social initiative unbadly"},"content":{"rendered":"
\n
\"A
“Yeah, that isn’t fully cooked.”
“I’m in a hurry.”<\/figcaption><\/figure>\n<\/div>\n\n\n

<\/p>\n\n\n\n

In our current national moment, when authoritarianism looms and the First Amendment is under attack, action needs to be taken. Support needs to be provided. Voices need to be raised. I\u2019m not gonna lie, there\u2019s not a whole lot that can be accomplished right now at an individual level, but that makes it all the more important for organizations to step up. Particularly ones with seemingly bottomless resources \u2014 any help that can be provided is helpful.<\/p>\n\n\n\n

\u2026 ish.<\/p>\n\n\n\n

Yeah, I say all that (with great sincerity), and then I turn around and nitpick a well-meaning organization that does have seemingly bottomless resources, but I promise I\u2019m not doing it for the substance of the organization\u2019s mission \u2014 it\u2019s for the haphazard rollout that\u2026 Okay.<\/p>\n\n\n\n

The haphazard rollout<\/h2>\n\n\n\n

So, yeah, Jane Fonda has been making the media cycle to announce the resurrection of the Committee for the First Amendment, which was first organized by Hollywood celebrities during the McCarthyist Red Scare. This new incarnation features hundreds of A-listers pledging to \u201cstand together \u2014 fiercely united \u2014 to defend free speech and expression.\u201d<\/p>\n\n\n\n

10\/10, 100%, I\u2019m in.<\/p>\n\n\n\n

And judging from Fonda\u2019s interviews<\/a>, the group is hard at work educating themselves and intending to do things, those things being coming up with narratives, coming up with creative ideas, coming up with creative ways to Christopher Columbus the concept of nonviolent resistance, and doing webinars about autocracy.<\/p>\n\n\n\n

So you maybe get the idea that the rollout didn\u2019t have a ton of strategy behind it \u2014 that it was one of those things where you get so excited about your new thing that you take it live before it\u2019s fully ready for primetime. I totally get that. But: Here are some tips for making that rollout less bad than it could be.<\/p>\n\n\n\n

Tips for doing better than that<\/h2>\n\n\n\n

Roll it out when it\u2019s ready, not when it\u2019s needed.<\/h3>\n\n\n\n

(Yeah, I realize that sounds kind of bonkers in our current desperate moment \u2014 I\u2019ll get to that in a minute.) If the moment demands action and you don\u2019t yet have any action to provide, launching your intent<\/em> to act doesn\u2019t really serve that moment. Best case, it gets totally ignored, and worst case, it pulls focus from groups that actually are<\/em> taking effective action. Waiting is fine. Slow is smooth, smooth is fast \u2014 your time will come.<\/p>\n\n\n\n

Partner with a group that actually is acting in service of the moment.<\/h3>\n\n\n\n

(See? I got there.) This committee has resources social activists would trade a kidney for \u2014 a massive collective platform and the kind of money only someone who gets a million dollars just for waking up in the morning can provide. If you don\u2019t have your own plan set up yet, partner with a group that does<\/em> have stuff going on, share what you have, and, yeah, borrow their legitimacy. You can provide the much-needed resources the group is desperate for \u2014 on account of, again, you\u2019re rich and famous \u2014 and then already have visibility when you\u2019re ready to roll out your own stuff.<\/p>\n\n\n\n

Have talking points.<\/h3>\n\n\n
\n
\"A
“I feel passionately about something, let me get back to you!”<\/figcaption><\/figure>\n<\/div>\n\n\n

Go into any media interaction prepped with talking points about your organization\u2019s mission, what it\u2019s doing, and what it plans to do. It\u2019s great to have even more answers than that in your back pocket, but those three are the bare minimum and non-negotiable. You have to have more than \u201chave creative ideas\u201d and \u201cstand united against bad stuff.\u201d<\/p>\n\n\n\n

What are you fighting for? What do you hope to accomplish? Who<\/em> are you fighting for? Who\u2019s fighting alongside you? When you\u2019re in the spotlight, you get to tell your story your way, so be sure you know what your story is<\/em> \u2014 and you can articulate it clearly and briefly. (And you know which talking points go with which questions. When an interviewer asks a question and the subject goes off on some unrelated, clearly canned response, it\u2019s like those sideline interviews after a football game where every answer is, \u201cI just went in knowing my guys were with me and we had to leave it all on the field.\u201d)<\/p>\n\n\n\n

Have a CTA (or a few).<\/h3>\n\n\n\n

You have<\/em> to have some kind of call to action. It doesn\u2019t have to be huge \u2014 you don\u2019t have your own thing fully set up yet, so your CTA can just be pointing people toward things that already exist. Point listeners toward resources to learn about the history of the First Amendment and actions against it. Encourage them to read some Orwell and Huxley. Tell them to call their congressperson. Direct them to donate to your partner organization or others (and the other organizations<\/em> thing is important, because \u201cdonate to our collective literal hundreds of rich celebrities to support our cause\u201d is going to get you the attention you don\u2019t<\/em> want).<\/p>\n\n\n\n

If you don\u2019t have a CTA for your audience, the only purpose of your publicity campaign is to publicize the fact you put together this organization of famous people that doesn\u2019t actually do anything yet.<\/p>\n\n\n\n

Your time will come.<\/h2>\n\n\n\n

Waiting is fine. It\u2019s not like opportunities to help are going to dry up any time soon. (God, if they would, though.) No matter how excited you are about the potential of your new initiative \u2014 and again, I get it, I\u2019m hardly the queen of delayed gratification \u2014 you have time to do your rollout right, come into it with a strategy, and know what you stand for and what you\u2019re doing so you can share it with the world.<\/p>\n\n\n\n

Your thing is going to be good for the world \u2014 and I say that with absolute certainty, because I have to have something<\/em> to believe in or else the single remaining load-bearing wall of my faith will collapse and leave me amid emotional rubble \u2014 and it\u2019s only going to be its goodest when you take the time to get it ready before you roll it out.<\/p>\n\n\n\n

Because seriously, I\u2019m counting on you, no pressure or anything but the brittle shards of my mental health are in your hands.<\/p>\n","protected":false},"excerpt":{"rendered":"

In our current national moment, when authoritarianism looms and the First Amendment is under attack, action needs to be taken. Support needs to be provided. 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