Best Advocacy Social Media Campaign, Best Government Social Media Campaign

AUDIENCE: The target audience of Unshackle Upstate's social channel is the 9 million residents of Upstate New York. The main target age group is 35-54; however, Unshackle Upstate is trying to mobilize all demographics in this area to grow an army of supporters behind their cause. Additionally, residents of other areas of New York State are a secondary target of the campaign, as they are affected by high taxes and reckless government spending, though not to the same degree as Upstate New Yorkers. GOAL: Unshackle Upstate's primary objective of the social channel is to become a trusted resource for Upstate New Yorkers. The goals of the social media platform are to be: 1. An outlet for Upstate NYers to understand and act on the political and economic issues in New York State that are devastating the region and population of Upstate New York 2. A resource that people find compelling and confident enough to share with their own personal networks virally, in order to spread Unshackle's message and ensure that the majority of New Yorkers both understand the current situation and are riled up enough to actually want to DO something to help enact change in the region.

Contributors:

Account Strategist:	Stephen Konar
Senior Account Executive:	Melanie DiBiasio
Social Media Specialist:	Lianne Ramsauer
Web Designer:	David Kavaler

OVERDRIVE INTERACTIVE

Location: USA