Here at Fenton we’ve had the honor of working with New York Times Columnist Nicholas Kristof and his wife, Sheryl WuDunn (they’ve previous won a Pulitzer Prize for their reporting on Tiananmen Square) on the movement they’ve sparked around the release of their latest book Half the Sky: Turning Oppression into Opportunity World Wide.

They’ve been covered by Oprah, NBC, the New York Times Magazine dedicated and entire issue to what they called “Women: The Issue of Our Time”. We’ve worked together to created #halfthesky on Twitter and recently launched @halfskytues (we’re dedicating Tuesdays to all things half the sky and working with more than 30 women’s non-profits to flood Twitter with stories of hope, outstanding organizations, ideas on how to get involved, profiles of courage, etc.)

Most recently the campaign launched a button campaign that encourages all those that support the Half the Sky movement to place the button on Facebook, their email signature, etc. While none of this is revolutionary the message on the buttons speaks to one of the tips in the She Spot: appeal to women’s group affiliation. The button (below) tries to connect with women as mothers and sisters – but sisters of all of us. It works to build a global bridge of interconnectedness at the most intimate level – the family.

Look for ways in your campaign to appeal to core sense of people’s affiliations…it’s deep and it build brand loyalty and sparks engagement.