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#314together x The Together Movement

Role / project
Founder / Creative Director
CATEGORY
Community Management
#314TOGETHER
#314TOGETHER
#314TOGETHER
#314TOGETHER

Where did it begin?

Covid was here. Businesses were shutting down left and right, and we saw the local support that we have been building for years, quickly fall flat. Optimism was nowhere to be found in the hearts of the business owners, and the customers alike. Nothing positive was coming over the newsfeed, and we were tired from hearing divisive stories over and over again hit the screens we were all glued to. We needed something to reignite the flame of local support. #314together is an initiative born in the lowest point of the covid crises here in St. Louis. It was a reason to be hopeful again, and gave a fresh energy to the city that spread like wildfire. Everything happened so quickly. Within a few weeks, this small initiative grew to over 15K people all entering REAL conversations about our local community, ways to support one another, and reasons to be hopeful. A branding project that was shared thousands of times over social media, turned into a facebook group that gave practical reasons to fight for one another. This quickly grew outside of our city, and was picked up by neighboring cities across the nation. Over the next couple weeks, we created The Together Movement. A family of groups in each local city led by individuals in their community bringing people together who needed it the most. This initiative is still alive today, and continues to socially inspire one another through a team of passionate individuals.

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Context

During this time, social feeds were packed full of news, opinions, pessimism, divisiveness and more. It seemed like everything was just noise colliding into each other, and it was nearly impossible to get a message out before it was drowned by the rest of the worlds problems. The challenge was creating a message that broke through that noise. We quickly aligned on messaging, branding, tone, and audience, and got it in the hands of powerful influential people across the city. From there it took off, and people rallied around a single message that we got to craft. A narrative that thousands were interacting with on the daily. It was a like a wildfire that was hard to keep up with.

How did the city react?

Over the span of a few months, we got to see businesses reopen, adapt, and pivot to better serve the reality of the world at this time. We were able to get lists into peoples hands that directly impacted the businesses who needed support. By giving tangible information on curbside pickups, ways to support, and pain points in our community, this group of over 15K people become the central hub to find information on what was useful for the businesses in that exact moment.