PILnet Audience Research

Their clear vision: 

PILnet, an international NGO, expands the field of public interest law to ensure that people have access to an equitable, enforceable system of justice.

Distilled into a tested, codified message that works, worldwide:

Sometimes researching and surveying means casting the net far and wide, and having more confidence in results because more voices helped inform them. Other times, like with PILnet, a relatively discrete number of people — but the right people — hold the answers.

PILnet needed messaging that would inspire corporate lawyers who weren't engaged in pro bono work, but could be. They needed a framework that would unite efforts of staff reforming legal education in Russia, establishing pro bono practices where they don't yet exist, and fighting for workers’ rights in China, among other unique and often delicate endeavors. Language needed to be driven by the same core ideas in order to transcend local challenges.

To get it right, we surveyed former Fellows all over the world and interviewed staff and board members in Budapest, Beijing, Moscow and New York, as well as their target audience of corporate lawyers. The messaging and brand story narratives we tested turned up another empowerment marketing proof point. People responded positively to the reminder that they are equipped with powerful tools — knowledge of the law, and a sense of what’s right — allowing them to drive the change they want to see in the world.

In the end, we identified a message that worked because of its simplicity and universality: PILnet stands for Justice for All.

Project Link   ►