Inspiring change to create a better web Project Liberty is a global impact organisation dedicated to creating a web that puts people back in control of their data

The Challenge

Social media promises to bring people together. However, from its impact on youth mental health to the subversion of democracy, the evidence increasingly suggests otherwise. Witnessing Big Tech’s hold on this technology, Project Liberty wanted to amplify, craft and champion online safety and a cause aimed at building a better web for all.

The Strategy

Mixology worked with its partner agency in the US to:

• Create a messaging platform to simplify a complex technical solution for media and the public to easily understand and get behind.
• Craft compelling narratives and a rallying cry to sit at the heart of Project Liberty’s cause, for use in campaigning for a better web
• Lead the conversation and build awareness around the need for a more just and human internet through a targeted media relations programme
• Bring together voices from North America, Europe, and beyond to advocate for a better web and showcase alternative practices that can help shape it

The Programme

• Build a Platform: Developed a platform to act as a rallying cry for a better web, connecting and resonating with technologists, policymakers, and citizens alike to co-create a healthier digital ecosystem
• Targeted News-Hijacking:  Working as a joint US, UK & EU team to news hijack key government legislation such as the Online Safety Act and KOSA
• Speakerships: Secured speakerships at top level global events, taking centre stage at Web Summit and providing media support
• Thought Leadership: Placed Op-Eds in The Telegraph and TechCrunch to briefing tier one press from the Financial Times to the BBC and Forbes, we ensured Project Liberty made its voice heard

Services Delivered

PLAN

• Strategy + Consultation
• Research + Insights
• Stakeholder Mapping + Identification
• Brand Positioning + Messaging
• Content Creation

REACH

• Media Relations
• Global Campaign Coordination
• Social Media + Community Engagement
• Risk Mitigating + Crisis Management

GROW

• Channel and Partner Engagement
• Employee Communications