FLOW is forever spreading awareness. It is our job to educate people about public trust and about what is happening with the Great Lakes in the world today – the joys and potential threats, and what we can do about our water. Part of that awareness is through social media. We teamed up with Eightfold Creative to gather awareness in an eye-catching way to important Great Lakes issues. I have Brooke Weatherford here today to talk about the process.
Brooke, thanks for joining us. Tell us a bit about yourself.
My name is Brooke Weatherford. I am a recent graduate of Michigan State University’s Master’s in Advertising program with a specialization in Non-Profit Fundraising. I earned my B.A. from MSU as well in 2015 in Marketing. I currently work as a social media coordinator under the brand Eightfold Creative out of Detroit, Michigan. Eightfold Creative is a high-quality video production company founded by a group of my friends in 2013 that has grown into a highly competitive force in the industry. I have always been passionate about advertising strategy and knew that I wanted to do some type of creative branding. Two years ago, I began independently managing social media pages for a few local businesses under the Eightfold brand. Fast forward to today, and I have been doing social media management, content creation, and design work consistently, while finishing my degrees and working on a number of other Eightfold Projects.
Tell us some more about Eightfold Creative, and what makes it unique.
Eightfold is unique because it was started from the ground up by a group of MSU students in film and business only five short years ago. Since then, the company has acquired a number of high profile clients and has developed strong relationships with top level advertising agencies in Detroit. Eightfold is the perfect example of the next generation taking the reigns of an industry and doing things their own way. The culture and work ethic of this group is truly outstanding, and even though I never expected to be immersed in the film industry, I really love where it has taken me. The best way to understand Eightfold is to visit our site and view the productions. They truly speak for themselves.
It’s a Michigan-based company. And a lot of the work you have been doing for FLOW focuses specifically on Michigan and the Great Lakes. A passion and personal investment is often present in your work. What instigated this passion for the Great Lakes?
I have always had a strong love for the outdoors. Growing up, my parents always had a boat, and I would spend every weekend out on the lakes being rocked to sleep by the waves, and waking up to the sound of the Lake Michigan seagulls. As I have grown older and began traveling the world, I have developed a sense of pride for Michigan and its natural beauty, feeling almost as if it is a secret that people don’t always understand unless they have experienced it first-hand. Growing up in East Lansing, I learned about community activism early on, and participated in it throughout high school. But the idea of involving it into my career didn’t hit me until midway through my college career. As I traversed through a series of corporate internships, I learned more and more about what it means to love what you do. I found that getting involved and pursuing ways to contribute to helping non-profits by doing what I do best was a way to get fulfillment out of my career. Today, I have worked on social media and branding campaigns for 4 non-profits and hope to expand this portfolio. I spent last summer creating media for an eco-village in the Panamanian jungle, where I learned exactly what it meant to live 100% sustainably, in harmony with the land and water, and how to communicate the teachings of that lifestyle back to people at home. Much of my free time today is spent loving the outdoors and surrounding myself with that culture.
That’s excellent. There is so much outdoor beauty right here in Michigan. To take that one step further, tell us about how your experiences inspired your ideas for the social media campaigns.
The idea behind the imagery in the campaigns for FLOW were based in the goals of creating an emotional connection that would boost awareness about key issues like shutting down Line 5. Fortunately, the beauty of the outdoors is something that we all have in common, so using the beautiful attention grabbing photography to stop people from scrolling was an easy first step for me. Beyond that, the key to this campaign was consistency and simplicity, and the call to action about sharing that really made the connections with people. The posts are meant not only to educate but to give users a sense of pride by posting the photo. When they share a post that clearly states their support for a cause like protecting wildlife, or keeping pollution out of the Great Lakes, they automatically gain rapport from their online peers. Caring about something is becoming trendy, and posting about it online helps people not only feel like they are helping contribute, but puts them in a positive light in their friends’ eyes. Capitalizing on these emotions to boost awareness about important environmental issues was my primary strategy with this campaign.
Aside from sharing the posts, what can our readers do to help contribute?
I think the best way to help care for the Great Lakes is to talk about them with the people around you. As impactful as social media can be, it is the social part that makes the most difference. Telling your friends, family, and co-workers about risks the Great Lakes are facing, or educating them on how to be a more responsible citizen is what will make the most difference. Being vocally appreciative for the natural world is another way to make people think. If someone who respects you hears you speak fondly of the Great Lakes and their pristine beauty, they may consider their own impact or appreciation more deeply. 10 of these conversations could then turn into 40 and then into 100 and then into thousands. A change in culture is the only way to make a real difference, and changing culture starts with the confident and sincere voice of a friend.
Well, we have been glad to hear your voice today. Brooke, where can people find out more about you and your work?
You can learn more about me and my work at www.brookeweatherford.com,
and also at www.eightfold-creative.com.