Net Neutrality Campaign

[DaveSteer]

This has three pieces: updated web site, petition, call congress tool

RACI

• Phase: Design / Build / Ship
• Driver: @edrushka (for site updates and petition) @simonwex (for call congress tool)
• Decision Maker: @valianttry
• Consulted: @DaveSteer, @HPaulJohnson
• Design Lead: @sabrinang (for site and petition) @cassiemc (for call congress)
• Development Lead: @mmmavis (for site and petition) @ScottDowne (for call congress)
• Quality Verifier: @DaveSteer

Hi All -

We're ramping up a net neutrality advocacy campaign to launch on February 5th with inclusion in Snippets, social and other channels just as the FCC is likely to vote on rules late February (and the cable industry is already mounting its attack, alongside a new GOP led Congress). Mozillians have been fighting for strong net neutrality -- it's time to stand up and take net neutrality across the finish line.

Beyond the policy state change goal, this advocacy effort serves an important brand and community engagement purpose. It creates an environment in which
a) we can reinforce the value of Mozilla to the existing community (especially post EOY fundraising),
b) we can grow our community of people interested in fighting to protect the Internet and
c) we can grow adoption of our tools and programs by demonstrating our brand thought leadership.

Here is the link to the project brief: https://docs.google.com/a/mozillafoundation.org/document/d/1IOjvypPZP2FHiItwyicsH3LKgqzc7SeTGo22MSJroSU/edit#

This will be a XFN MoCo/MoFo sprint, but hoping it will be fairly lightweight by using existing templates. I'll be scheduling a kickoff shortly to include: @HPaulJohnson, Andrea Wood, @Kellijk, @edrushka, and people from MoFo Policy, Engagement and Comms. Please let me know if others should be included.

Thanks!

[edrushka]

Here is the wiki for this work: https://wiki.mozilla.org/NN-Campaign

Studio Mofo is updating the petition https://bugzilla.mozilla.org/show_bug.cgi?id=1121783 and the advocacy website https://bugzilla.mozilla.org/show_bug.cgi?id=1121786

Oglivy is being contracted to do the rest of the design work.

[cassiemc]

This needs an owner and a fleshed out RACI. @DaveSteer / @OpenMatt - outline below if you want to take a stab at it.

@edrushka is this on @sabrinang's plate already or do we need Webmaker design resource for this?

[edrushka]

removing needs dev and needs design labels, as Studio Mofo has that covered.

[cassiemc]

@ErikaD said in IRC that there are many pieces to this ticket. "@sabrinang is designing the petition (95% done) and the updates to the advocacy site. moco hired a firm (ogilvy) to do all other graphic design"

@DaveSteer are there any other design resources needed from MoFo?

[OpenMatt]

@edrushka : do we still need this ticket? Or can we close, given the more specific work is happening elsewhere?

[edrushka]

I don't see another meta ticket for the NN campaign in /plan so I think we should leave this open. Work is happening here:
Petition (currently in QA): https://bugzilla.mozilla.org/show_bug.cgi?id=1125438
Call Congress tool (currently in design phase): MozillaFoundation/movement-building#10
Updating website (MVP is done, nice-to-haves are next): https://bugzilla.mozilla.org/show_bug.cgi?id=1121787

[OpenMatt]

Needs RACI

[OpenMatt]

@edrushka : can you clean up this ticket? As I understand it, this is a meta-ticket gathering three pieces of work:

• petition
• call congress tool
• an updated web site

is that correct? and are you the owner / PM for this?

[edrushka]

I updated the RACI in the first comment.

[simonwex]

Updated RACI with username mentions.

[edrushka]

Update:
FCC made announcement today.
Petition is live here: https://sendto.mozilla.org/page/s/FCCvote-net-neutrality
Advocacy site has been updated with ^ petition: https://advocacy.mozilla.org/
Call congress tool build is being expedited here: #263

[edrushka]

Update:
Campaign launched last week with blogs, snippet, tiles, social channels, email to MoFos and more.
Petition is performing well :) http://note.io/1y7JhZ3
Call congress MVP is live https://call.mozilla.org/ but has not been pushed publicly yet. #263
Comms plans for Feb 26th (day of the vote) are underway.

[OpenMatt]

@edrushka any data or early metrics we can share?

[OpenMatt]

Update from @edrushka :

• Call Congress tool: MVP is live.
• Advocacy site: Has been updated with Call Congress button
• Petition: Call Congress button will be added to Thank You page today
• Current work = Victory planning

[edrushka]

Yes, just got an update on the weekly standup:
Current data: http://note.io/1L8N8yj
Signatures: 147,000 (10K signatures per day)
100K signature just from the snippet
More details in this pad: https://etherpad.mozilla.org/nnadvocacyfeb2015campaignkickoff

[davidascher]

It's not clear to me what is left to do on this, esp. between now and the current milestone of Feb 27.

[edrushka]

To Do:

1. Link to the Call Congress tool from the petition thank you page.
   Status: Design and build are ready. Awaiting @valianttry's signoff to push it live.
2. Respond to emerging requests for graphics, such as: https://bugzilla.mozilla.org/show_bug.cgi?id=1133828
   Status: Sabrina can do these quickly but due to the rapidly evolving nature of this campaign, we don't always have warning about when these requests will come.

The Victory planning, currently being scoped, will likely result in some additional action items for this team (design, copy etc.)

[edrushka]

Update: The FCC voted in our favour today. A joint MoFo-MoCo team put the victory plan into action, which included:
a blog on the Mozilla blog: https://blog.mozilla.org/blog/2015/02/26/a-major-victory-for-the-open-web-2/
a video by Mitchell: http://youtu.be/I-UPyuW5j9o
tons of outreach on social channels and via email: https://foundation.etherpad.mozilla.org/NN-victory-social
and more...

More than 9,000 people used the tool to make about 23,000 phone calls ahead of today's vote, while the petition drew in 300,000 signatures. Huge congrats to everyone that helped make this victory happen, especially @valianttry and @DaveSteer

Closing this meta issue for now. Can refile individual tickets if further victory work is required.