Social Advocacy and Guerrilla Marketing: The No Fly List Kids Canada
(9 pages of text)
A group of Canadian parents wanted the Canadian government to create a redress system related to Canada’s no-fly list, which affected some of their young children whenever they flew. The parents formed an advocacy group called the No Fly List Kids group in 2016, and the group undertook various campaigns—including innovative guerrilla marketing campaigns and uses of both digital and traditional marketing—to highlight the issue of Canadian children being identified as potential security risks before they boarded flights within Canada. Over a three-year period, the group worked to raise awareness of the issue and to pressure the Canadian government to create a redress system similar to that in the United States. Its efforts eventually resulted in the allocation in 2018 of CA$81.4 million dollars for a redress system. In November 2018, the group was scheduled to meet members of the Senate, and it had to decide what short-term and long-term activities to undertake to achieve its stated goal of having a functioning redress system that would help all those affected by the no-fly list—not only children of group members, but all people, young and old, from various backgrounds.
This case can be used in both undergraduate and graduate marketing classes, specifically in digital marketing classes, to illustrate how social media can empower consumers and to discuss ethical issues, social advocacy, and guerrilla marketing. In executive programs and policy-making settings, it can be used to discuss raising awareness of social issues and managing the interests of various stakeholders. The case illustrates how social media platforms can empower people both to raise awareness of social issues and to influence decision makers to resolve these issues. It demonstrates the use of digital and new media platforms to create a successful guerrilla marketing campaign, even with limited to no funds.
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