:: CHALLENGE



In the Spring of 2004, the lead business manager for Sean ‘Diddy’ Combs asked Purpose Networks to create and execute a strategy that would leverage Mr. Combs celebrity, entertainment and business assets for maximum impact on the 2004 US presidential election. At the time, Mr. Combs and his colleagues had no significant experience in electoral politics or political advocacy.

The strategy had to be able to raise the largest amount of money possible and maximize Mr. Combs’ extensive relationships with major media outlets, corporate sponsors and other celebrities.

Public launch of the strategy could not take place before June of 2004.

:: SOLUTION



Purpose Networks created Citizen Change, a 501c3 nonprofit, nonpartisan voter education and mobilization campaign led by Sean Combs with the unique slogan - Vote Or Die. This approach allowed Mr. Combs creative freedom while delivering a succinct and compelling message to young people about the critical importance of voting. The Citizen Change brand flowed easily among Mr. Combs’ other brands to reach a huge audience of voters and potential voters.

While Citizen Change executed sophisticated media and marketing programs, we kept the core messaging very straightforward and accessible. Rather than mimic more established organizations with extensive issue platforms, we limited our focus to simply education, health care and jobs.

:: RESULTS



Citizen Change’s nonprofit/nonpartisan status, high-impact visual branding and clear messaging enabled the organization to exploit vast numbers of earned media impressions with more than 100 hours of programming on MTV, more than 100 hours on BET as well as national radio coverage, select outdoor placements and more. Live events were held in major cities throughout battleground states.

Citizen Change was able to raise and deploy more than $2 million in just 4 months. Funds came from high net worth individuals, corporate sponsors and collateral sales. Citizen Change took a leadership role in mobilizing the largest voter turnout in US history among 18-30 year olds.