Title UltraViolet Case Study - Revolution Messaging

Text Outcome UltraViolet sees big wins year after year

UltraViolet’s success is not the result of a fluke, a supposed viral marketing campaign, or a high budget corporate rollout. It is the product of a small group of people working together to thoroughly craft visual messaging for millions with a tight budget and demanding timeline.

When UltraViolet and their supporters were outraged by NFL commissioner Roger Goodell’s apathy toward domestic abuse cases, Revolution Messaging helped the public zero in on the commissioner’s failure to take domestic violence seriously. The subsequent #GoodellMustGo campaign deployed Revolution Messaging’s full arsenal, from creative graphics and video production to advertising and web development. A 15-second web clip at the campaign’s center garnered national attention as it depicted a uniformed football player tackling a standing woman without protective gear, sending a powerful message on the NFL’s domestic violence problem. The video sparked a firestorm of scrutiny and attention that led Sports Illustrated to play the ad on their website, helping to change the dominant narrative of domestic violence ahead of Super Bowl XLIX.

UltraViolet also campaigned to support pop musician Kesha’s fight to be legally released from contractual obligations with a sexually and emotionally abusive producer. Revolution Messaging encouraged the public scrutiny of Sony and Dr. Luke to help the pop star by launching a geotargeted Snapchat filter, fenced around Sony’s headquarters in Manhattan during a “Free Kesha” rally. Despite the short run time and small area, this filter resulted in almost 10,000 views and received attention on other social media platforms including Facebook and Twitter.

Marking the 40th anniversary of Roe v. Wade, Revolution Messaging produced a video with the help of comedian Lizz Winstead to highlight ongoing challenges women face as legislatures across the country ramp up restrictions on healthcare access. Up to bat once more, Lizz and the hilarious use of puppets helped us further UltraViolet’s message to the Supreme Court amidst the decision to conflate restrictions on contraceptives under the Affordable Care Act with an employer’s “personal religious freedom.”

UltraViolet’s other campaigns to leverage social pressure against malevolent actors have been met with similar success, like their push for Reebok to drop Rick Ross following his pro-date-rape lyrics, and the removal of the Komen Foundation’s CEO Karen Handel over her role in defunding Planned Parenthood.

UltraViolet has found messaging applications both online and offline. A strong social media presence has catapulted the group since its inception in 2012, and the offline work has built a grassroots network of devoted members across the country. With a membership of nearly 750,000 and a Facebook following of more than 100,000, the group has blazed a new creative trail for online nonprofits to follow.

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