Building Support for the U.S-flag Shipping Industry
We produced a game-changing digital campaign for AMC aimed at increasing awareness, understanding, and support for the U.S.-flag shipping industry among key audiences in Washington, DC and beyond. The campaign honed in on the critical role that the industry plays in safeguarding our national security, economic strength, and future growth.
We produced a game-changing digital campaign for AMC aimed at increasing awareness, understanding, and support for the U.S.-flag shipping industry among key audiences in Washington, DC and beyond. The campaign honed in on the critical role that the industry plays in safeguarding our national security, economic strength, and future growth.
Challenge
U.S.-flag shipping is a little-known industry with outsized impact on the long-term security of the U.S. economy, trade, and national security.
The industry’s decline jeopardizes these interests, and research revealed that traditional messaging strategies were no longer effective. We needed to craft a new narrative to communicate the industry’s importance and spur action.
Approach
Our research showed that focusing solely on large vessels and industry statistics wouldn’t resonate. Instead, we highlighted the stories of men and women working in the industry to demonstrate its present-day impact. Working closely with AMC’s member organizations, we uncovered stories that aligned with our research-driven strategy.
Production crews were deployed to international cargo vessels, ports, and U.S. shipyards, bringing to life the vitality and importance of this often-overlooked industry.
The digital campaign combined impactful storytelling and visual content to showcase the industry's role in national security and economic growth.
Results
We raised AMC’s profile among key decision-making audiences by growing their digital presence, social followings, and web traffic.
Our research-backed thought leadership led to conference presentations and panels.
Our videos quantifiably changed minds, increasing support by statistically significant margins. For example, our Trade Security video increased agreement that the U.S. government must implement policies to support the industry by 4.5%.
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