A pledge to secrecy for a proud, 1,000-year-old fraternal order seems the perfect recipe for distortion, irrelevance and even ridicule. But with increasing recognition that public engagement is the path to the future, the American organization that quietly gives billions a year to charity was ready to introduce itself. How does one translate all that history into an introductory campaign crafted to connect properly, and effectively, in terms of how people today communicate and connect.
Research began with an extensive survey of 3,000 current members and individually read over 12,000 open responses. We probed demographic trends and researched ideas about “belonging” among all target groups. To gain similar insights about prospective members, CBC polled 1,000 men throughout the US to test a variety of value statements and sentiments towards the fraternity.