GROUND

Our groundbreaking campaign, Here We Are, created in partnership with GLAAD, just won four The Anthem Awards, contributing to GLAAD being named Nonprofit of the Year. As Nadya, Ashton, Chrissy, Gio, and Syd shared as part of the campaign: 71% of Americans say they have never met a transgender person. Here. We. Are. The campaign was honored with: ? Best Campaign ? Best PR ? Best Partnership ? Best Special Project Nadya Lopez, one of the courageous individuals who shared their story in the campaign, said: "Transgender people just want to live without fear. I'm not political—I just want the world to know that we are here, our lives are filled with joy, and we're not going anywhere." This is a moment to celebrate the power of community and what we can achieve when we protect, accept, and stand together for the right to simply live our lives. Don't ever stop believing that today can be the day that everything changes. Check out what Nadya has to say about the power of telling her story on her terms.

Someone you work with—whether it’s an employee, coworker, vendor, or client—is feeling more afraid today than they did yesterday. Each of us will cross paths with someone today, tomorrow and moving forward, who just felt the earth move beneath their feet. And we may never know it. We should offer space, and grace, as needed. For many people, today was similar to yesterday. We woke up, got ourselves and our families ready for the day, and headed out the door. And there are many people who also did all of those things, but with an added fear about their ability to be safe, be seen and simply be themselves. Or a similar fear for their child. Or parent, friend or loved one. We can never know someone’s story - but it is easy to know how powerful a smile, understanding and a commitment to take care of one another is. Being in a safe and trusted community means everything. Building that trust, offering kindness and finding a way forward together can start right now.

???Just wrapped up an incredible panel at the Mid-Atlantic MarCom Summit, where David Rochkind, our Founder and CEO, and industry powerhouses Jessy Tolkan from Drive Agency and Marley Rosario, MPP from?MJV,?dove into the future of strategic storytelling! Our panel, “The Future of Strategic Storytelling: Research-Driven Creative, AI Integration, and Community Engagement,” shed light on how today’s campaigns are transforming through AI-enhanced tools, data insights, and community-centered narratives to make a real impact. ???Key Takeaways: Strategic Storytelling: Storytelling is evolving into a targeted, measurable approach that actively drives outcomes. Human-Centered AI: AI scales and personalizes, but authenticity remains key—audiences still connect best with real stories. Framework for Impact: Effective storytelling has structure—clear goals, value framing, and a compelling call to action. Community-Driven Change: Building communities around stories gives campaigns enduring influence and credibility. It’s exciting to see how purpose-driven storytelling can inspire real-world change and reshape the way we connect with audiences. Here’s to the next generation of impactful, scalable campaigns! #MarComSummit #Storytelling #AI

One week out and we have our Final 'Stories That Win' Analysis of Harris campaign ads with the great team at Swayable . The stakes are higher than ever in this year's election. Recent data shows that voter decisions are deeply rooted, but we know that even small shifts in enthusiasm and support among key demographics could win the election. The question remains: can optimism triumph over fear? Our analysis reveals three crucial insights: 1?? In a Tightly Divided Race, Margins Matter – Even minor boosts in enthusiasm among segments like women and Gen Z, or small dips in Trump’s favorability, could sway outcomes in battleground states. The margin may be razor-thin, but every vote counts. 2?? Optimism Over Fear – Ads with a hopeful, future-focused vision outperformed fear-based messaging, resonating with voters looking beyond division. In our data, Harris's “Turn the Page” message, with a positive look to the future, outperformed an ad focused on fear around a 2nd Trump term. 3?? Strategic Targeting, Not Broad Persuasion – While mass persuasion may be elusive in this polarized climate, targeted shifts among select groups show potential. Our findings underscore that compelling stories, backed by data, offer a powerful edge where it’s most needed. As the country rockets towards Election Day, it’s the stories that are grounded in unity and shared aspirations that offer more than a message—they represent a path forward. Don't forget to vote!

?? Just two days until the Mid-Atlantic MarCom Summit! Are you ready to see what GROUND can do for your campaigns? ?? Imagine your storytelling powered by data, research, creativity, and cutting-edge #AI – sounds. Does that sound like something your brand could use?? You’re INVITED to get a taste of our dynamic storytelling, research-based platform #STORYHEAT with our live demos in the Georgetown Boardroom! Can you handle the HEAT? Join us! ?? Plus, join our CEO David Rochkind on the panel, “The Future of Strategic Storytelling,” where we’ll dive deep into research-driven creativity, AI-powered innovation, and community engagement. This is where insights meet impact. Are you in? https://marcomsummit.co/ #MarCom #MarComSummit #GROUND #GroundMedia #Storyheat

Over $20M spent across 49 states—only to drive division. Our latest research uncovered something alarming: despite the heavy investment, Donald Trump’s recent anti-trans ad isn’t changing voter behavior. What it is doing, however, is making our country more dangerous for transgender people. Our randomized control trial on the Swayable platform revealed: 1. No measurable impact on who likely voters intend to vote for. 2. A significant decline in support for transgender acceptance across the board. 3. A sharp drop in policy support for healthcare access for transgender youth. This is more than just a bad political strategy—it’s a cynical misuse of messaging. By weaponizing transgender identity, these ads drive fear and division, without achieving any meaningful political goals. When we see results like this, it drives home the point that storytelling is a powerful tool for impact. There are gaps in everyone’s lived experience, and when the opposition fills those gaps with harmful lies, it becomes even harder to speak the truth. Every day, we must work to present authentic, honest, and powerful stories across the issues we care about. It's the most powerful tool we have to build the world we want to see. #StorytellingThatMatters #PoliticalStrategy #TransRights #GroundMedia #InclusiveCampaigns

Are you ready to make your campaign unstoppable? ?? After having the privilege of powering campaigns for brands like The Walt Disney Company and National Geographic, and being finalists in four categories in the The Anthem Awards, we are thrilled to share that GROUND is a platinum sponsor at the Mid-Atlantic MarCom Summit next week in Arlington, VA. Join us next Wednesday, October 30, 2024, at the Convene Conference Center in Arlington, VA, where you can experience first-hand demos of StoryHeat in the Roosevelt Room. PLUS, don’t miss our panel, “The Future of Strategic Storytelling: Research-Driven Creative, AI Integration, and Community Engagement,” from 11:45 to 12:30, featuring our CEO David Rochkind. Looking forward to seeing you there! https://marcomsummit.co/ #MarCom #MarComSummit #GROUND #GroundMedia #Storyheat

WE NEED YOUR SUPPORT! GROUND, in collaboration with GLAAD, has been named a finalist in 4 categories at the 4th Annual The Anthem Awards for our “Here We Are” campaign! And voting has commenced. As a finalist for the Anthem Community Voice Human & Civil Rights - Awareness Category, we would love your support!? ? We are excited to see this message reaching so many people and truly making a difference. It is an honor to see our campaign among the highest-scoring entries from 2,300 submissions. Winners will be announced on November 19, 2024, including the Anthem Community Voice Award. Here’s YOUR chance to have YOUR voice heard! ???Vote for Ground Media and GLAAD’s Here We Are campaign until October 31, 2024. Your support can make a difference! Cast your vote on the Anthem Awards website. Support us: https://lnkd.in/eprd4nvw Check out the campaign: https://lnkd.in/eYd8ekwQ #HereWeAre #AnthemAwards #TransVisibility #DiversityEquityInclusion #GLAAD #GroundMedia #VoteNow #LGBTQAcceptance

GROUND is beyond excited to share that our trailblazing campaign, Here We Are, created in collaboration with GLAAD, is a finalist for four The Anthem Awards! ?? This campaign amplifies the voices and stories of extraordinary individuals who bravely share their lives, hoping for a safer and more inclusive world, like Nadya (picture below), who was named a 20 Under 20 Changemaker by Teen Vogue! ?? #anthemawards #hereweare #ground #gladd #storytellingforchange

Are Reproductive Rights a deciding factor in 2024? Campaigns have to do more than air the issues—they need to drive vote choice and energize undecided voters. How can a campaign balance the complexity of an issue with messaging that resonates across ideological divides? In our latest Stories That Win analysis with Swayable, we tested three ads from the Harris campaign focused on reproductive rights. Here's 3 Key Insights: 1) IVF Messaging Shifts the Electorate -An ad focused on IVF boosted Harris’s vote choice—even among moderate Republicans and 2020 Trump voters, opening a new door for persuading traditionally resistant voters. 2) Crucial Gains in Swing States - The ads significantly moved audiences in Rust Belt and Sun Belt States. - Framing reproductive rights around IVF can shift voter sentiment in battleground regions. 3) Emotional Storytelling Leads -Personal stories, especially around IVF, seemed to have more consistent impact. -Empathy and shared values are key drivers. ------------------------------ This is just the start. Want to see how strategic storytelling can reshape your campaign’s impact? Reach out for insights from our data-driven analysis.