Harvard Case - Social Advocacy and Guerrilla Marketing: The No Fly List Kids Canada
"Social Advocacy and Guerrilla Marketing: The No Fly List Kids Canada" Harvard business case study is written by Fareena Sultan. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Jun 5, 2019
At Fern Fort University, we recommend that No Fly List Kids Canada (NFLK) adopt a multi-pronged strategy to solidify its position as a leading advocate for children impacted by travel bans. This strategy involves a blend of social advocacy, guerrilla marketing, and digital engagement to amplify its message, build brand awareness, and ultimately achieve its mission of ensuring the rights of children are protected.
2. Background
No Fly List Kids Canada is a non-profit organization founded by a group of Canadian parents whose children were unjustly placed on the no-fly list. The organization advocates for the rights of children affected by these lists, raising awareness about the impact on families and pushing for policy changes. NFLK's founders, Sarah and David, are passionate about ensuring that children are not unfairly targeted by travel restrictions and that their voices are heard in the policy-making process.
3. Analysis of the Case Study
The case study highlights several key issues:
- Lack of awareness: NFLK faces a significant challenge in raising awareness about the plight of children affected by no-fly lists. Many people are unaware of the issue or its impact on families.
- Limited resources: NFLK operates with limited resources, making it difficult to implement large-scale marketing campaigns and reach a broader audience.
- Competition: NFLK competes with other non-profit organizations advocating for human rights and social justice, making it crucial to establish a unique brand identity and message.
- Evolving landscape: The legal and political landscape surrounding travel restrictions is constantly evolving, requiring NFLK to adapt its advocacy strategies.
To analyze the situation further, we can employ the following frameworks:
- SWOT Analysis:
- Strengths: NFLK's strong emotional appeal, passionate founders, and a clear mission.
- Weaknesses: Limited resources, lack of brand recognition, and dependence on volunteer efforts.
- Opportunities: Growing public awareness of human rights issues, increased media attention on travel restrictions, and potential for partnerships with other organizations.
- Threats: Limited funding, negative media coverage, and potential backlash from government agencies.
- PESTEL Analysis:
- Political: Changing government policies and regulations surrounding travel restrictions.
- Economic: Impact of travel restrictions on tourism and the economy.
- Social: Growing public concern about human rights and social justice.
- Technological: Use of technology to track and monitor travel.
- Environmental: No direct impact.
- Legal: Legal challenges to travel restrictions and the rights of children.
4. Recommendations
To address the challenges and capitalize on opportunities, NFLK should implement the following recommendations:
1. Develop a Compelling Brand Identity and Message:
- Target Markets: NFLK should clearly define its target markets, including families affected by no-fly lists, policymakers, media outlets, and the general public.
- Brand Positioning: NFLK should position itself as a trusted voice for children impacted by travel bans, emphasizing empathy, fairness, and the importance of protecting children's rights.
- Messaging: NFLK should develop a clear and concise message that resonates with its target audience, highlighting the human impact of no-fly lists and emphasizing the need for policy change.
2. Leverage Digital Marketing and Social Media:
- Website and Content Marketing: NFLK should create a user-friendly website with compelling content that informs and engages its audience. This includes stories of affected families, policy analysis, and calls to action.
- Social Media Strategy: NFLK should actively engage on social media platforms like Facebook, Twitter, and Instagram, using targeted content, hashtags, and influencer marketing to reach a wider audience.
- Digital Advertising: NFLK can leverage targeted digital advertising campaigns to reach specific segments of its target audience, including parents, policymakers, and media outlets.
3. Implement Guerrilla Marketing Tactics:
- Public Awareness Campaigns: NFLK can organize public awareness campaigns, such as rallies, protests, and street theater performances, to bring attention to the issue and engage the public.
- Creative Media: NFLK can utilize creative media, such as video documentaries, short films, and social media challenges, to capture attention and spread awareness.
- Partnerships: NFLK can collaborate with other organizations, artists, and influencers to amplify its message and reach a wider audience.
4. Engage in Advocacy and Lobbying:
- Policy Research and Analysis: NFLK should conduct thorough research on travel restrictions and their impact on children, providing evidence-based arguments for policy change.
- Lobbying Efforts: NFLK should engage in lobbying efforts, meeting with policymakers, advocating for legislative changes, and building relationships with key stakeholders.
- Public Hearings and Testimony: NFLK should participate in public hearings and provide testimony to raise awareness about the issue and advocate for policy changes.
5. Develop a Sustainable Funding Model:
- Fundraising Campaigns: NFLK should implement targeted fundraising campaigns, leveraging online platforms, events, and partnerships to secure financial support.
- Grant Applications: NFLK should actively seek grants from foundations and government agencies that support human rights advocacy and children's rights.
- Corporate Social Responsibility: NFLK can explore partnerships with corporations that are committed to social responsibility and advocate for children's rights.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with NFLK's core competencies in advocacy and communication, while remaining consistent with its mission of protecting children's rights.
- External customers and internal clients: The recommendations address the needs of NFLK's external customers, including families affected by no-fly lists, policymakers, and the general public, while also supporting the needs of its internal clients, including volunteers and staff.
- Competitors: The recommendations differentiate NFLK from its competitors by emphasizing its unique focus on children impacted by travel bans and its use of creative and engaging marketing tactics.
- Attractiveness: The recommendations are designed to be cost-effective and scalable, leveraging digital marketing and social media to maximize reach and impact.
6. Conclusion
By implementing these recommendations, NFLK can effectively raise awareness about the plight of children affected by no-fly lists, build a strong brand identity, and achieve its mission of ensuring that children's rights are protected. The organization's commitment to social advocacy, guerrilla marketing, and digital engagement will empower it to become a leading voice for children impacted by travel bans.
7. Discussion
Alternatives not selected:
- Traditional advertising: While traditional advertising can be effective, it is often expensive and may not reach the specific target audience NFLK seeks to engage.
- Legal action: While legal action may be necessary in certain cases, it is a costly and time-consuming process that may not be feasible for NFLK given its limited resources.
Risks and key assumptions:
- Negative media coverage: There is a risk of negative media coverage, which could damage NFLK's reputation and hinder its efforts.
- Government backlash: NFLK may face backlash from government agencies that are resistant to policy changes.
- Limited funding: NFLK's success depends on its ability to secure adequate funding to implement its recommendations.
Options Grid:
| Option | Pros | Cons |
|---|---|---|
| Digital marketing and social media | Cost-effective, scalable, wide reach | Requires expertise, potential for negative comments |
| Guerrilla marketing tactics | Creative, engaging, high impact | Requires planning, potential for legal issues |
| Advocacy and lobbying | Direct impact on policy, builds relationships | Time-consuming, requires expertise |
| Fundraising campaigns | Secure financial support, build community | Requires effort, potential for low returns |
| Traditional advertising | Wide reach, established channels | Expensive, may not be targeted |
| Legal action | Direct impact on policy, sets precedent | Costly, time-consuming |
8. Next Steps
Timeline with key milestones:
- Month 1: Develop a brand identity and messaging strategy.
- Month 2: Launch a new website and social media accounts.
- Month 3: Implement digital advertising campaigns.
- Month 4: Organize public awareness campaigns.
- Month 5: Begin lobbying efforts and participate in public hearings.
- Month 6: Launch fundraising campaigns and seek grant funding.
By following these recommendations and implementing them strategically, NFLK can achieve its mission of protecting children's rights and ensuring that their voices are heard.
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Case Description
A group of Canadian parents wanted the Canadian government to create a redress system related to Canada's no-fly list, which affected some of their young children whenever they flew. The parents formed an advocacy group called the No Fly List Kids group in 2016, and the group undertook various campaigns-including innovative guerrilla marketing campaigns and uses of both digital and traditional marketing-to highlight the issue of Canadian children being identified as potential security risks before they boarded flights within Canada. Over a three-year period, the group worked to raise awareness of the issue and to pressure the Canadian government to create a redress system similar to that in the United States. Its efforts eventually resulted in the allocation in 2018 of CA$81.4 million dollars for a redress system. In November 2018, the group was scheduled to meet members of the Senate, and it had to decide what short-term and long-term activities to undertake to achieve its stated goal of having a functioning redress system that would help all those affected by the no-fly list-not only children of group members, but all people, young and old, from various backgrounds.
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