Internet-Wide Day of Action Helped Consumers Grasp Net Neutrality
Ellen Smith — February 9, 2018 — Pop Culture
References: battleforthenet
Brands have had a hand in ensuring that consumers are aware of the impact that the proposed Net Neutrality policy changes would have had on their everyday lives and organized to take part in the Internet-wide day of action to save Net Neutrality to further the message.
In an attempt to reiterate these messages, brands joined together on July 12th to remind consumers of the proposed policy changes and to encourage individuals to reach out to the FCC by submitting a comment. On the day, participating brands' webpages featured pop-up messages that read "Sorry, we're stuck in the slow lane." or "Please upgrade your plan to proceed." None of these pop-ups actually blocked users from the sites as the messages simply demonstrated what users could potentially see in the future should Net Neutrality be repealed.
In an attempt to reiterate these messages, brands joined together on July 12th to remind consumers of the proposed policy changes and to encourage individuals to reach out to the FCC by submitting a comment. On the day, participating brands' webpages featured pop-up messages that read "Sorry, we're stuck in the slow lane." or "Please upgrade your plan to proceed." None of these pop-ups actually blocked users from the sites as the messages simply demonstrated what users could potentially see in the future should Net Neutrality be repealed.
Trend Themes
1. Net Neutrality Awareness - Brands partnering to raise awareness about net neutrality policy changes and their potential impact.
2. Consumer Activism - The success of consumer activism in saving net neutrality as a model for other causes that impact everyday lives.
3. Branding as Advocacy - Brands using their platforms and marketing efforts to advocate for policies and causes that align with their values and their customers' values.
Industry Implications
1. Technology - The technology industry has a unique impact in this conversation as providers of internet access and platforms for advocacy.
2. Marketing and Advertising - The success of the day of action highlights potential for brands to use their marketing and advertising efforts for advocacy and social good in partnership with their audiences.
3. Policy and Government Affairs - Policy and government affairs professionals have the opportunity to work with brands and consumers to help shape laws that impact everyday life.
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