Fission's main focus with this campaign was to help strengthen the visibility of Earthjustice’s powerful content and educate the public about the link between smog and asthma.  Fission conducted research into Earthjustice's well established Facebook audience and suggested implementing a cross channel approach and reinforcing messaging efforts on other social media platforms to help strengthen the supporter base and drive new people to take action. For these platforms, we created photo-based share graphics - which are statistically more likely to be seen and engaged with on Facebook when also including a link for action in the description.

These share images were designed by Nando Ramirez at Fission Strategy for Earthjustice to target the EPA, who was on the verge of strengthening smog protections. These images were were tested and used on Facebook and Twitter to promote various campaign hashtags, including #writetobreath, #stopsmoggingus, and #dearasthmawarriors.