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I recommend that Amazon seizes this exceptional opportunity to establish the National Day for the Fight Against Homelessness, with you leading the charge as the driving force behind this significant initiative. By doing so, Amazon will effectively communicate once a year broadly its commitment to social impact while generating awareness, support, and recognition for the company's broader goals in fighting homelessness. While maintaining actual communication channels.

I recommend leveraging a disruptive and resonant approach through Above-the-Line (ATL) campaigns to effectively communicate Amazon's commitment to addressing homelessness. The core message should revolve around Amazon's core business while highlighting its proactive stance in fighting homelessness. A powerful tagline that captures this message could be: "You Order, We Deliver. Amazon: Fighting Homelessness."

Through impactful print advertisements as part of the ATL campaign, you will strategically convey Amazon's achievements, showcasing the tangible outcomes of the company's initiatives. These ads will feature compelling visuals and real stories of individuals whose lives have been positively transformed by Amazon's contributions. By doing so, you will effectively communicate that Amazon is not just any company but a trailblazer in corporate social responsibility, actively working towards solving societal challenges.

The National Day for the Fight Against Homelessness will serve as a prominent platform to launch this ATL campaign. You can ensure the message resonates with a vast audience by capitalizing on Amazon's extensive reach and influence. This approach assumes that people will recognize the underlying idea behind Amazon's mission: by ordering products, we contribute to a greater cause – fighting homelessness. It encourages customers to perceive their purchases as a meaningful contribution to this vital initiative.

Additionally, the ATL campaign will help generate awareness and understanding of Amazon's long-standing commitment to fighting homelessness since 2017. By highlighting the significant investments and achievements, you will reinforce the message that Amazon's fight against homelessness is not just a recent undertaking, but an ongoing and dedicated effort.

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Firstly, Amazon needs to acknowledge and commend the collective efforts made by various organizations involved in this charitable initiative, it is evident that their contributions have been invaluable.
Secondly, Amazon could humbly express its own contribution and emphasize that its involvement was just a small part of the overall project. It is important to recognize that without everyone's collective effort, this project would not have been possible.

Ideas:
1. Impact Stories: Share stories and testimonials of individuals or families who have benefited from Amazon's contributions to affordable housing. Personal narratives humanize the issue and demonstrate the tangible impact of Amazon's efforts. This can help inspire others and create a deeper connection with the community.
2. Amplifying community voices: Give a platform to community leaders, housing advocates, and experts, allowing them to share their insights and perspectives on the affordable housing crisis.
3. Collaborative Approach: Emphasize partnerships with nonprofit groups, private developers, and governmental organizations to highlight the collaborative character of Amazon's initiatives. Showcase how these alliances produce a comprehensive strategy to deal with the intricate problem of affordable housing.
4. Engage employees by offering them opportunities to volunteer towards affordable housing. Encourage them to talk about their personal stories and the effects they have seen directly. This not only demonstrates the company's dedication but also promotes employee engagement and pride.

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Create a short film to show on social media/subway and public transportation media :

Title: Having your own home? Such a life is actually affordable!

The short film tells the story of how different ethnic groups obtain their own houses, decorate them according to their own wishes, and live their own lives.
It involves the unique lifestyles of minority groups, their involvement in house construction and decoration, and the assistance provided by local NGO organizations.
Amazon Housing Equity plays a crucial role in connecting the dots, by bringing together such communities and helping everyone achieve what they desire. The ending invites more people to join this initiative and help more people in the United States.

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We suggest running a 360 communication campaign within traditional media on behalf of the initiative group: This group should have a name like “Building future for Seattle” and involve each contributor — the city of Seattle, Amazon, non-profits, developers.

This initiative is being communicated through various channels:

Local TV: telling about the project on behalf of the different contributors in different configurations

Newspapers/magazines: interviews with multiple representatives (like non-profit+Amazon, Seattle+Bank of America),

Social Media: each company posts about the initiative in general and their contribution in particular

Websites: each participator runs a landing page about the initiative and their contribution

Short videos on social media:

With numbers and facts,

Personal stories of the residents of the previous projects,

Interviews with community members

Installation next to Space Needle (or next to Westlake station) with the model of a new houses so everyone can see them + logos of the all contributors

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Maniti, Matt, Nandhita - A customer-obsessed initiative 

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Maniti, Matt, Nandhita - A customer-obsessed initiative 

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Target our accomplishments to various audiences and at various locations.

1) Displays at Amazon offices - A digital billboard showing a) The amount contributed b) houses built c) The locations they are built. Most Amazon offices are located at prime locations, and considering its at their offices setting up a digital live tracking billboard at their will be free real estate.

2) Create a new program/initiative that a certain % of the customer's order amount will go towards the housing fund contributed by Amazon --> Ecommerce Website/App, Whole Foods, Amazon Fresh Stores, etc - order confirmation email directly related to the contribution to the housing in Washington to showcase an achievement
Live tracker on the Amazon websites and stores to show the contributions of Amazon's contribution to the housing crisis

3) Work with the startup ecosystem and Universities on innovative solution competitions or hackathons with prize money to spread the word to genz and millennials

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Amazon can regularly publish reports detailing its housing initiatives, including the number of housing units created, locations, and beneficiaries. Transparent reporting builds trust and demonstrates accountability within the larger ecosystem.

Collaboration and partnerships: Amazon can actively engage with nonprofit organizations, private developers, and local communities to develop partnerships focused on affordable housing. By highlighting these collaborations, Amazon can showcase its commitment to working together with stakeholders in the larger ecosystem.

Highlighting social impact: Emphasize the positive social impact of Amazon's housing projects. Focus on how these initiatives improve the quality of life for individuals and families, create job opportunities, and contribute to overall community development. Share success stories and testimonials from beneficiaries to humanize the impact.

Community engagement and input: Involve local communities in the decision-making process by seeking their input on housing projects. Conduct community meetings, surveys, or workshops to gather feedback and incorporate community needs into Amazon's initiatives. This approach demonstrates respect for local knowledge and values.

Public-private partnerships: Collaborate with government entities and public agencies to address housing challenges. By working together with public institutions, Amazon can demonstrate a commitment to the larger ecosystem and leverage resources and expertise for maximum impact.

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Ping-Chun Chen, Ishita, Gabriela Bautista, Danica Wood

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Ping-Chun Chen, Ishita, Gabriela Bautista, Danica Wood

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Our team discussed the importance of long-term branding improvement for the affordable housing project, especially with the current lay-off climate occurring at the moment. In a long term project, they could follow individuals from start to finish as they go through the program - from their lives before and when they joined, to during the program and afterwards. This could last three to five years, simply checking in with individuals and filming brief interviews - especially at the end. We could show success stories via storytelling / videos / campaigns of individuals who were successfully supported and helped through the affordable housing initiative from the time they arrived at the facility to when they are successful on their own. This would help to humanize the individuals and show that Amazon cares about the individuals that they help, and they are not simply a number but a human-being.

In addition, we discussed how the affordable housing initiative could also provide classes and courses for individuals to gain technical skills that will help them to get jobs and certificates that will benefit their future.

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Education and Awareness: Amazon can invest in educational initiatives to raise awareness about sustainability, responsible consumption, and environmental issues. This can be achieved through partnerships with educational institutions, NGOs, or even developing its own awareness campaigns. By empowering customers and employees with knowledge, Amazon can encourage responsible choices and behaviors.

Collaboration with Competitors: Similar to Airbnb's collaboration with cities and regulators, Amazon can actively collaborate with competitors and industry peers to address common environmental challenges. By working together, sharing best practices, and establishing industry standards, Amazon can demonstrate its commitment to collective action and finding solutions beyond individual corporate interests.

Ultimately, Amazon can learn from Airbnb's approach by adopting transparency, collaboration, education, and innovation as key pillars in its communication strategy. By demonstrating a genuine commitment to sustainability and responsible practices, Amazon can navigate the delicate balance of showcasing its contributions while respecting and caring for the larger ecosystem.

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Our idea is to create an ad.

Ad Idea: "Home is Where the Smile Is"

Description:
The ad concept revolves around the emotional connection people have with home, emphasizing how Amazon's commitment to affordable housing helps create safe and welcoming homes. The ad integrates Amazon's smile logo as a symbol of opening doors to affordable housing and a sense of belonging.

Synopsis:
The ad showcases heartwarming scenes of diverse individuals and families in different living situations, capturing the essence of home with moments of joy, love, and comfort. As the scenes progress, the Amazon smile logo seamlessly appears, transforming into a front door with the smile as the doorknob. Opening the door reveals a beautifully furnished and affordable home.

Voiceover: "Amazon: Opening doors to affordable housing. Because home is where the smile is."

The ad ends with a call to action, inviting viewers to visit a dedicated campaign website or social media page for more information and ways to get involved.

This ad succinctly connects the emotional significance of homes with Amazon's commitment to affordable housing, highlighting the positive impact it brings.

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· Have your partners talk about Amazon and it’s contribution towards the society. This way you are not directly marketing Amazon’s company’s contributions but you do get the deserved limelight in the public’s eye!

· If the people being benefited the Amazon initiatives, are willing to share their stories, showcase them. It can be based on Humans of New York. They should be powerful stories that can be shared across various social media channels.

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Education and awareness are important in addressing the affordable housing crisis. Amazon can use its influence to make more people aware of the reasons behind the problem. By explaining the complexities and promoting solutions, Amazon can help people understand and support meaningful policy changes.

Additionally, Amazon should think long-term when it comes to affordable housing. It's not a problem that can be solved quickly, so sustained commitment is necessary. By showing dedication and planning funding for multiple years, Amazon can inspire confidence and encourage others to join the effort to tackle the affordable housing crisis.

In conclusion, by communicating its contributions transparently, working together with others, and considering the needs of communities, Amazon can help create a housing system that is fairer and more sustainable. This will have a positive impact on the lives of individuals and communities in need.

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After our panel discussion, we believe that in order for Amazon to effectively communicate its contribution to increasing affordable housing while respecting and paying attention to the larger ecosystem, the following strategies can be adopted.

Community involvement: Active involvement in local communities affected by the lack of affordable housing. Hold community listening sessions, community meetings. The specific needs and concerns of the population can be understood. At the same time, involve community members in the decision-making process and ensure that their views are heard. This approach shows that Amazon is genuinely interested in understanding local conditions and building partnerships based on mutual respect. It will also give local residents a sense of Amazon's sincerity.

Public statement: Educate the public about the factors contributing to the shortage of affordable housing. Clearly explain the economic, social and land-use policies and circumstances that create these challenges. At the same time, clearly express Amazon's commitment to increasing affordable housing and highlight the specific goals and objectives of its contribution. Use clear and concise language to convey the company's commitment to solving the housing crisis.

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Testimonials with small businesses and people that benefit from Amazon's HEF.

Infuse this work into the existing marketing. Focus less on fast packages, and more on how the money you give them supports the community.

Toward the end of the year when shopping is the highest, conduct a  fundraising effort. At checkout an option asking “would you like to save boxes and have all your items delivered on Wednesday? If you choose this option we will donate the savings to our Amazon Housing Equity Fund.” Then within each box include a baseball card style page with information/testimonials about the project and the impact which it makes.

Amazon could conduct a life skills summit with external partners. Giving people tangible skills to navigate complex parts of the world. Giving partners an opportunity to join in and be a part of the project. With the external partners being a part of this, it allows them to feel as if they are a part of the project, and thus spreads the word of Amazon’s work, and allows the others who are partnering in this opportunity to begin to spread the word as well.

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We believe that Amazon needs to invest in educating the communities and ecosystems its contributions are going towards. From some of our personal experiences their partners are made responsible for information sharing and Amazon's rule in full scope can be diluted. They also need to engage directly with the people in these communities because while the prevalence of social media makes information sharing easier, true impact is felt when people on the ground share it. We also recommend strong partnerships beyond developers and asking for community input on who to invest in the first place. For example, a community block party sponsored by Amazon during the groundbreaking of one or two Amazon Housing Accelerator programs highlights the program, the fund, and other housing resources that can be shared with the community.

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>Create a foundation that's separate from the Amazon Corporate Entity with Annual Social Reports

>The Housing Equity Campaign should be part of this foundation

>Bring awareness to this foundation which is beneficial to the community these could be stories, testimonials, etc and these can be showcased in public infrastructures like buses, trains, schools, parks etc.

>Amazon subscription features such as donations to underserved communities.

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1. Use the brand - Leverage the popularity, usability, and power of the brand to showcase Amazon's work in the housing space

2. Identify problem areas (geographically) and run campaigns (digital or ad) telling people where to find help or how they can help others

3. Dedicated space on the website (Amazon and Prime Video) where people can also volunteer or join the cause.

4. Give the organizations you are collaborating with a voice and platform to talk about the project through social media and other mediums

5. Spread the word through a thought leadership series on YouTube, a 5-episode podcast series, and other media outreach

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Town hall or larger conference: gathers Amazon, minority-led organizations, and community partners that would be working on this initiative. Offer all stakeholders a chance to build meaningful relationships, discuss major goals/milestones, and plan future projects

Invest in educational outreach: provide higher education students the opportunity to work and collaborate on this team at Amazon

Data visualization: create interactive and informative infographics to promote deeper understanding. Make these visualizations more public and accessible

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We believe that in order for Amazon to successfully communicate this they must first acknowledge their context within the region (fairly widespread community disdain) and display how they’re working to resolve some of the issues they might have contributed toward. Moreover, we believe this must be a long-term commitment, as a short term capital influx might be seen as disingenuous, whereas a long-term commitment will display true devotion. We’ve also laid out a few different key strategies that would help build a fruitful communication strategy:

Community engagement (incorporating small businesses into the planning of these projects, prominent community figures, collaboration with nonprofits, creation of a communal food/support drive that allows all members of the community to contribute)

An authentic, transparent approach that displays where the money is being allocated toward/how it will positively affect the surrounding communities

Advertising on packaging that shares the impact they’re making through this initiative

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-We can share stories of people who have received housing or employment from Amazon. People connect with stories of individual success because it can be hard to see the bigger picture or understand the changes through data presentations.

-Showcase the small businesses that are on the first floor of the corporate building.

-Launch social media accounts to share updates.

-Engaging with the community and asking for new ideas and insights.

-Outreach to new communities in the Greater Seattle Area. Plan an event and host a summit. Invite various stakeholders and educate people on the Housing Equity Project.

-Connect with other homeless shelters and nonprofit groups

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-Having a weekly column in The Seattle Times to spread awareness + talk about solutions + challenges. This is also more accessible for people searching for low income housing.

-Partnering with Zillow and Redfin to promote Amazon's housing. Large exposure.

-Create a Facebook forum to promote and educate for people looking for low income housing.

-There is little social media activity focused on the housing equity. Creating social media promotional plan. This could include creating stickers with QR codes that are linked to the site.

-Storytelling/ diving into the stories of the housing being developed + what they ultimately produce. Additionally, telling the stories of the orgs that Amazon is partnering with to build.

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- Promotional campaign at sporting events raising awareness for the program and directing audiences to resources

- Advertising on transit system: QR code on buses that link to resource pages

- Banners on Amazon homepage for the program, provide information, opportunity to round-up the price of amazon purchases with the proceeds going toward the program.

- Advertisements on social media accounts, social media campaigns (video) that highlights accomplishments so far.

Amazon should clearly communicate its financial contribution to affordable housing initiatives, including the specific amount and how it will be utilized. Transparency builds trust and demonstrates a commitment to addressing the issue, and share specific outcomes and the impact of the affordable housing projects that have been supported through Amazon's contribution. This can include the number of housing units created, the communities served, and the positive changes experienced by residents. Real-life stories and testimonials can also be powerful tools to showcase the tangible benefits.

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Joanna Yang, Lori Cai, Yuwei Cui, Guangdi Zhu

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Joanna Yang, Lori Cai, Yuwei Cui, Guangdi Zhu

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1. Partnership
To effectively communicate its contributions, Amazon could explore partnership opportunities with other brands or organizations. For instance, Amazon can partner with LEGO to initiate a "Build a Home" campaign. In this campaign, LEGO could replicate Amazon's housing model in a downtown area as an exhibition to showcase Amazon's contributions. Besides, Amazon and Lego can invite children and adults alike to design their own affordable houses using Lego blocks. Participants can share their designs on social media with a dedicated hashtag like #AmazonLegoHome.

2. Storytelling
Amazon could collaborate with filmmakers or photographers to produce a documentary series, or "Home Stories". This series could focus on individuals or families who are living in the homes funded by Amazon's contributions, sharing their journey and expressing how having an affordable home has improved their quality of life or one day of their life. To disseminate these stories, Amazon can leverage its own platforms - Amazon Prime for the documentary series and Audible for podcast versions.

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Video series or documentary film (available on Prime!) telling the story of developing affordable housing from the perspective of the many stakeholders - nonprofits, private developers, contractors, people living and working in the neighborhood, new residents.

Show why there was a need, who was involved, what they did, and how it impacted the community, both positively and negatively. Own up to the good and the bad. Mea culpa goes a long way to change public perception.

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-The relation with the agencies: Try to tell the story of how to constantly support the community instead of making it a one-time project for the public
-Sharing stories and narratives of individuals or families who have actually benefited from the affordable housing plans supported by Amazon
-Amazon can use various ways of communication channels such as interview videos, blogs and reports to show the exact change they make on people

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We think Amazon should focus on how to communicate the impact of this work. This is undoubtedly a project for the benefit of the people, but Amazon needs to have a good relationship between investors, low-income people and government departments. Each part of the population has different interests, so Amazon.com can use storytelling techniques to expand the impact of the project. The importance of the project and its contribution to social development can be communicated through social media and official traditional media, so that more people can see the social responsibility of a large company.
1. Increase exposure on social media.
2. Organise regular events to promote affordable housing offline.
3. Do regular reporting to the community and investors.

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1. Partnerships and sponsorships: Amazon can showcase partnerships with nonprofit organizations, private developers and government agencies. And highlight how these collaboration can be useful, and benefit to different organizations in order to maximize the impact of affordable housing projects.

2.Community Engagement: Engage with local communities and promote the ideas and values about Amazon goals for affordable housing. It is really helpful for amazon that can demonstrates Amazon's commitment to inclusivity and ensuring the efforts are align with community values and priorities.

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Using storytelling to showcase the impacts the contributions have made. This could be through video series, flyers, etc. They could also create new channels that help showcase their impacts, ex. video series on tiktok showing projects they've started and the individual impacts they made from start to finish. Since Amazon has lots of non-profits partnerships, they can send video teasers or participate in events through a simple banner posted in a wall or background.