Bipartisan Commission onBiodefense.

The Commission does serious, important work. Co-chaired by former Senator Joe Lieberman and former Governor Tom Ridge, it studies how ready the U.S. is for biological threats and tells Congress how to close the gaps. But outside the policy world, hardly anyone knew it existed. And nobody cares about something they have never heard of.

Getting clicks is easy. Getting the right people to click is the hard part. The people most likely to lean in were already civically switched on: registered voters, engaged citizens and the communities that organized around Covid-19 preparedness.

Introduce the Commission before asking for anything. I built the messaging on three simple pillars: who they are, what they have done in their first decade, and how you can get involved. Then I ran the campaign as a loop of strategy, traffic, landing page and analytics, so each channel could learn from the others and the budget could follow what worked.

The awareness strategy, a public landing page, and a paid campaign across five channels: OTT streaming, Google, YouTube, LinkedIn and Reddit.

In two months: 1.3 million impressions, 79,678 landing page visits, a 3.37% Google Ads click-through rate, and 97% of OTT viewers watched to the end. The Commission kept coming back for more.

Before people can care, they have to know you exist. Earn the introduction first.