Intel: Action-oriented messaging for a ‘Social Action Campaign’

The Brief

CEO Brian Krzanich set Intel^® on a conscious mission toward responsible sourcing and investing in the Congo, and eliminating conflict minerals from their supply chains. This special feature on Intel.com was launched to bring the project to the public, and invite further engagement, particularly with millennials.

The Approach

The important issues related to conflict minerals are not widely known, yet they touch all of our lives in some way.

1. Quickly, clearly, simply draw the user in to learn more.

2. Offer them easy means to get involved and help.

The Key Challenge

To address and resolve a pervasive lack of awareness and understanding, then provide clear options to offer help and get involved.

The Result

The #ConflictFree hashtag spurred the global conversation onward, and this page served as an outpost for concerned citizens. The hashtag, and the pursuit of a conflict-free supply chain, soldier onward.

CSR CAMPAIGN

Intel: In Pursuit of Conflict-Free

Intel’s CEO Brian Krzanich set Intel^® on a conscious mission toward responsible sourcing and investing in the Congo, and eliminating conflict minerals from their supply chains. We were tasked with launching a

“social action campaign”, with this special section of Intel.com as the official outpost to draw the reader in quickly, inform them clearly, then offer easy options for getting involved.

My Role

During my 2014 run at Razorfish, I got my first opportunity to serve as Associate Creative Director on the Intel account. For this project, it was primarily a content strategy puzzle to solve. (I love those.) From there I wrote and edited the full narrative, headlines, and calls to action.

CSR CAMPAIGN

Intel: In Pursuit of Conflict-Free

My Role

Let’s network

Expertise

Process

Experience

Results

Quick Answers