Fantastic!
IMHO, as a relative newbie to EA, you guys do a terrible job on PR!
I say that as a compliment. :)
EA is full of amazing, committed people who want to help animals suffer less, help poor people have better lives, help make the world better, because you CARE. And anytime I’ve seen EA portrayed to the general public, this caring aspect is totally omitted.
EA’s are often portrayed as nerds who see the whole enterprise as an intellectual, logical game. The focus is 100% on the “effective” and 0% on the “altruism”.
They show the long intellectual debates, often described as esoteric or abstract. They rarely show the long hours people spend designing, implementing and supporting projects that really help people and animals.
They often highlight the controversial arguments (longtermism, earning-to-give, for example) and ignore all the work on poverty alleviation in the world’s poorest countries.
They often portray EA as guilt-washing for over-paid IT workers who ease their consciences at the luxury of their lives while others struggle by making a show of donating a small % of their wealth.
Etc.
It is absurd but true that many people, if they hear the term Effective Altruist, first think of SBF—an ultra-rich, conceited guy living a life of pure luxury—rather than the vast majority of EA people who volunteer or work for low salaries so that they can help more people.
It would be wonderful and highly impactful if we could change this perception and so encourage the millions of people who agree with our true priorities to join and support us.
I have quite a bit of second-hand experience working on brand-image and public perceptions for a big multi-national—how to research it, how to improve it, etc. Happy to help if that sounds useful.
Hi Tess,
I agree you are doing great work in a tough environment! I’ve sent you a message on linkedin.
Where I might have ideas is in how to make the communication strategy more data-based. I cannot judge where you are now. But let me give an example of what I mean:
Let’s say you market Beer Z, a typical lager. You know that your beer looks and tastes much the same as 50 other beers to most beer-drinkers. But somehow many of them consider Beer Z to be, say, weak. What do you do?
Multinationals have developed whole ecosystems to work on trivial problems like this, including omline surveys, focus groups, etc.
You have some ideas: you could talk about your alcohol content, you could get an NFL lineman or rugby player spokesman, you could run promotions among groups who might think weak is good, etc.
Basically, they would test these ideas, optimise down to the level of the exact words to use (“tough” or “strong” or “not like the others” …), generate new ideas, test those, and finally design an intervention based on what would sell the most beer, based on statistically significant data.
The challenges you describe may be amenable to some of this. Who might be a great advocate foe EA? How to create a story line that has potential to go viral but focused on care? Etc.