All We Share campaign

About This Project

Summary

The All We Share Campaign sought to shift perceptions around political division in the U.S. through an engaging and research-backed media strategy. Using a mix of social media and digital advertising, All We Share shared a compelling visual narrative designed to resonate with audiences across the nation and in key states like Pennsylvania and Texas. The campaign was informed by consultations with the Stanford Polarization and Social Change Lab, as well as findings from a national focus group.

Goals & Objectives

The primary objectives were to decrease polarization & increase warmth between people of opposing political affiliations, shift narratives away from division & highlight a shared national identity, and engage politically disillusioned Americans, a group particularly vulnerable to feeling alienated.

Results & Impact

Our campaign reached 11 million people and was fully viewed 14 million times—a rate 30% higher than average. The 73% engagement rate also exceeded the standard 3-15%. A poll of 1,505 viewers showed a 4.3-point increase in warmth toward the opposing party and a 6.5-point decrease in polarization.