Chapter 4Creating a Message to Believe In

It was February 3, 2013, and I was at a friend's house watching the Super Bowl. The game was a close one between the Baltimore Ravens and the San Francisco 49ers. This was appropriately titled the Harbaugh Bowl because the coaches of each opposing team were brothers Jim Harbaugh of the 49ers and John Harbaugh of the Ravens.

For some, the game was just a time to get together and visit with friends while watching one of the biggest sporting events of the year. In fact, the Super Bowl in 2013 attracted more than 160 million viewers. This was a record in the number of viewers to any Super Bowl.

For others, it was a time to get together to watch some great commercials. Consumer brands spent that year an average of $4 million for a 30-second commercial to be played during the game. With so many people watching, big brands couldn't pass up the opportunity to show the latest concepts, ideas, and creative energies to engage the American public with their products and services.

I had just gone downstairs during a commercial break at my friend's house to see his latest project—he was remodeling his basement and was quite proud of the progress so far. After coming back upstairs, I sat next to my wife, Bis, and she was talking with one of her friends about how great the commercial was. She was very moved by what she heard. It was very telling of how we view farmers.

Then she looked at me and said, “Derrick, aren't you doing work with FFA (Future ...

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