Campaign & Communications
Turning a national values message into a clearer digital communication and participation system.
The Challenge
Doing Right Awareness Initiative needed to communicate a broad message around uprightness and positive citizenship in a way that people could understand, discover online and translate into everyday participation.
The Insight
The opportunity was not simply to create more awareness. The message needed to move from a broad moral idea into recognisable everyday behaviours and clear opportunities for people to participate.
Strategic Move
Maxmark developed a communication system that connected visibility, education and participation — making “Doing Right” easier to understand through relatable situations while creating clearer pathways into the movement.
Execution
The work included website and content restructuring, search optimisation, digital visibility work, social-media strategy, campaign development, video and creative content, participation calls-to-action, enquiry and membership pathways, and ongoing communication planning. Campaign communication has included: “Doing Right starts with YOU.” and the broader participation direction: “A Better Nigeria Begins With Me.”
Outcome
The work created a more structured digital foundation for DRAI, strengthening how the organisation communicates its values, programmes and participation opportunities across web, search, social and campaign touchpoints.
