Seeding Justice is the new name of the McKenzie River Gathering (MRG) Foundation. To announce the name change, Seeding Justice did something completely refreshing. They made a video. Yes, a video. You may wonder how refreshing a video about a foundation’s name change could be. Well, watch it.
Okay, you watched the video. Seeding Justice’s approach to telling their renaming story is creative and endearing. They turned the video call, which has become an obligatory and tedious element of American pandemic life, into something hopeful and engaging.
The video is effective because the conversations show viewers how deeply the new name connects with people who know the organization well. Seeding Justice is a powerful name. It tells you exactly what the organization does and hopes to do. The mission of Seeding Justice is “to inspire people to work together for justice and mobilize resources for Oregon communities as they build collective power to change the world.” Real people talking about how well the new name fits the organization is a lot more memorable and meaningful than a press release.
DP Cogan Consulting 