Responsibly Different™

Discover the science of persuasive messaging with communications expert Anat Shenker-Osorio in this compelling archive episode from Benn Marine's former podcast, Ocean of Organizing. While the Campfire team dives into 2026 planning, this conversation from 2019 remains strikingly relevant for anyone crafting messages that move people to action. Anat, whose research has appeared in The Atlantic, Boston Globe, and The Guardian, shares game-changing insights about how progressive campaigns can craft winning messages. She breaks down the fundamental flaws in typical progressive communication—what she calls the "Boy, have I got a problem for you?" approach—and offers a powerful alternative framework that starts with shared values rather than problems. Beyond specific messaging tactics, this episode explores the deeper philosophy of movement building. Anat emphasizes that effective campaigns focus on what they're for rather than what they oppose, noting that "what we fight, we feed." She shares examples from successful campaigns around the world—from New Zealand's election of Jacinda Ardern to Minnesota's defeat of Islamophobia—showcasing how positive, values-based messaging transforms outcomes. Whether you're planning a campaign, crafting organizational messaging, or simply curious about how language shapes our political landscape, this conversation offers invaluable tools for communicating with impact. Listen for practical frameworks you can immediately apply to your own work, and discover why creating hope through positive messaging remains essential even in challenging times. ASO Communications – This is Anat’s website and where you can learn more about her and her research. If you want to go straight to her research you should follow this link. https://asocommunications.com/ Brave New Words Podcast – You can go behind the scenes on different political campaigns and efforts with Anat and listen in on how different tactics in messaging were used and their outcomes. You can also find this podcast wherever you listen to podcasts. https://bravenewwordspod.com Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

Measurement and attribution beyond last click is still in its infancy, and it remains one of the most persistent challenges marketers face at every stage of growth. But we’re also at an exciting moment. Leaders like the one on today’s episode are connecting the dots in measurement and helping solve for real attribution. In this conversation, Chris Marine sits down with Madan Bharadwaj of M² to explore why there’s no single source of truth in marketing performance and how triangulation attribution offers a more honest, practical way forward. They break down how triangulation pulls from platform data, incrementality modeling, and first-party signals, and why attribution should be treated as a strategic specialty—not just a line in a dashboard. Note: Campfire Consulting's Founder Chris Marine will be speaking at Programmatic I/O New York this September. The Campfire team will be there, and we’d love to see you and continue the conversation in person. If you're attending, drop us a line so we can be in touch! Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

On the five-year anniversary of Responsibly Different™, we're diving deep into why healthy media ecosystems matter—not just for brands, but for the very fabric of our communities and democracy. Our Founder Chris and Impact Director Benn reflect on the last 5 years of the podcast and the next chapter of the Responsibly Different™ podcast. Did you know counties that lose their local newspapers see a 2-3% drop in voter turnout? Or that 75% of Americans trust local news compared to only 58% who trust national outlets? As these vital information sources struggle financially, the ripple effects touch everything from civic engagement to community health outcomes. The podcast explores how programmatic buying, while efficient, often delivers just pennies on the dollar to publishers compared to direct relationships. This financial reality has forced newsrooms to stretch resources dangerously thin, cutting staff and replacing local content with syndicated material. Host Chris Marine shares firsthand experiences from his early career in journalism, painting a vivid picture of what happens when newsrooms lack adequate funding. We're examining the tension between efficiency and responsibility in media planning. While direct publisher relationships require more time and human interaction, they create stronger partnerships, better placements, and support vital community resources. However, the traditional marketing timeline—where media is treated as the last box to check—makes this approach difficult to execute effectively. The conversation shifts to how AI and technology advancements are enabling more relevant, contextual messaging that respects audience mindsets throughout their day. Rather than viewing these tools as replacements for human judgment, we see them as opportunities to free marketers to focus on the ethical dimensions of their work. Listen now to join our exploration of media's role in society and how brands can leverage their advertising investments as a force for good while achieving business objectives. Subscribe to Fireside for more conversations about responsible media practices that strengthen rather than deplete our information ecosystem. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

In this episode of Fireside, Chris Marine and David Gogel sit down with veteran broadcast journalist and Edward R. Murrow Award winner Brian Yocono for a heartfelt conversation about the purpose and power of journalism. Brian reflects on what it means to report with integrity, the evolving role of local news, and the human side of working in a newsroom. For Chris, who worked alongside Brian early in his career, this conversation is deeply personal — and rooted in the founding values of Campfire: truth, service, and showing up for people. But it’s also a conversation with real implications for brand leaders, media buyers, and anyone responsible for allocating advertising budgets. Where media dollars go matters. When spent wisely, they can help uphold one of our nation’s foundational pillars — a free and independent press. Whether you're a strategist, a creative, or simply someone who believes in the power of truth, this episode is a reminder that journalism still matters and it’s worth fighting for. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

Before you drop a dollar into paid media ask yourself, are you really sure you’re reaching the right people? In this episode of Fireside, we sit down with Anastassia Laskey, founder of Ground Control Research, to talk about the power of audience insight, the role of AI in speeding up foundational research, and why brands need to go deeper than demographics and surface-level personas. Ana shares how her team helps companies uncover who their audience really is, what drives them, and how to speak their language with intention, precision, and care. We talk about the cost and time myths around research, how strategy suffers without it, and what it looks like to build campaigns from a place of truth rather than assumption. If you’re a marketer, media strategist, or founder trying to grow with purpose this one’s for you. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

Hidden among the pages of Maine's queer history lies an extraordinary treasure most people don't know exists: 43 different LGBTQ+ newspapers and newsletters dating from 1974 to 2016, all preserved and digitized at the University of Southern Maine. As Megan McGregor reveals in this intimate Pride Month conversation, these publications weren't just news sources—they were community lifelines when mainstream media either ignored queer existence or reduced it to harmful stereotypes. Journey with us through decades of underground publications that range from radical activist newsletters to mainstream-style newspapers complete with event calendars and classified ads. Discover how the very first issue of the Maine Gay Task Force newsletter launched with a call to action against negative media portrayals, showing how queer media has always been intrinsically tied to activism and resistance. The story of the Wildstein Club at UMaine Orono offers a powerful window into student activism of the 1970s. As Maine's first university LGBTQ+ student group, they faced significant opposition yet persevered to organize the first Maine Gay Symposium—an event expected to draw 100 people that ultimately attracted 300. Through media controversies, legal challenges, and societal pushback, these young activists created enduring spaces for authentic representation. Perhaps most moving is Howard Brown's reflection when speaking to these student activists: "They fight not for themselves, but for those coming to UMO in the future who will know pride, not shame. My generation knew only the shame and not the pride." This generational perspective reminds us how each wave of activism builds upon the last, allowing the next generation to dream bigger and reach higher. The digitization of this historical collection preserves voices that might otherwise be lost to time. Dive into these archives to explore a rich tapestry of community-building, resistance, and self-determination that continues to shape Maine's LGBTQ+ community today. And if you're in Maine, come meet us at Brunswick Pride (June 14th) or Portland Pride (June 21st) to learn more about preserving these vital stories for future generations. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

What if the best place to run your next ad isn’t online — but inside a packed concert venue, right before the lights go down? In this episode of Fireside, Chris Marine and David Gogel sit down with Jared McCarthy, Co-Founder of Venue Ad Network, to explore how screens inside live music venues are becoming a powerful tool for both brands and communities. They unpack the origin of VAN, the role independent venues play in local culture, and why media rooted in real-world moments might just be the future. From rideshare partnerships to creative storytelling between sets, this conversation hits on strategy, purpose, and possibility - all while staying grounded in the music. Whether you're a marketer, a venue owner, or someone who just misses the feeling of a bass line in your chest, this episode is for you. Learn more about Venue Ad Network (VAN) - venueadnetwork.com Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

What happens when a local newspaper opens a café? In this episode of Fireside, Chris Marine and David Gogel sit down with Aaron Britt, Publisher of The Midcoast Villager, to explore a bold experiment in local journalism—and what it means for the future of media. Aaron shares how their team transformed a newsroom into a community hub, why the move isn't just about coffee, and how brands and advertisers can better support independent journalism through deeper, more intentional investments. We talk about the evolving media landscape, the importance of showing up in real life, and why creating physical environments might be the antidote to a digital-first world. Plus, we introduce a new way to wear the spark of Campfire Consulting and the Responsibly Different™ network on your sleeve—our Responsibly Different Shop, where you can order the Democracy Needs Journalism-inspired tee. All items are ethically made, and 50% of profits from that shirt support nonprofits advancing independent journalism and a free press. Find it at shopcampfire.com. Whether you’re a marketer, journalist, or just someone who believes in the power of local connection—this episode is for you. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

What happens when our desire for climate accountability transforms into cancel culture? In this thought-provoking conversation, author of the book Cancel Culture in Climate, Jenny Morgan breaks down how our collective approach to sustainability communication often backfires, creating fear rather than progress. Jenny explains what drove her to write "Cancel Culture and Climate" – seeing organizations retreat from public climate commitments out of fear, even as climate impacts intensify around us. She draws a crucial distinction between cancel culture (which permanently labels entities as "bad") and true accountability (which provides clear pathways for improvement). Through compelling examples like the contrasting approaches of Allbirds and Crocs, she demonstrates how transparency about both achievements and challenges creates space for collective advancement. Rather than celebrating the downfall of competitors, Allbirds showed how industry-wide collaboration benefits everyone – a refreshing alternative to the "schadenfreude" that often dominates sustainability conversations. For businesses struggling with sustainability goals, Jenny offers practical frameworks for honest communication. Instead of burying setbacks in dense reports or glossing over them with vague marketing language, she recommends directly addressing why certain targets weren't met and what's needed to overcome obstacles. This transparency invites stakeholders to contribute solutions rather than simply criticize failures. Most importantly, Jenny reminds us that behind every business decision are human beings with complex motivations. Her "motivational conversation" approach encourages exploring with curiosity, actively listening, and discovering shared values – whether communicating with family members, colleagues, or competing businesses. "If we're just focused on winning the argument," she cautions, "we will lose the argument ultimately." Discover how replacing perfectionism with progress and judgment with curiosity might be our best path forward in addressing climate challenges. Listen now and learn how to have climate conversations that actually work. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Learn more about Campfire Consulting Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

In this special episode of Fireside, Chris Marine and David Gogel of Campfire Consulting are joined by Katie Patrick — Australian-American environmental engineer, author, and self-described “climate action designer.” Katie specializes in “the design of getting people to change,” applying behavioral science and gamification to help communities and businesses drive measurable environmental action. She’s the author of How to Save the World: How to Make Changing the World the Greatest Game We've Ever Played — a book Forbes named one of the top five for social entrepreneurs, and one that Seth Godin praised as “an urgent and useful guide for anyone who seeks to make a difference. It will change your work for the better.” Katie is also the founder of Hello World Labs, a platform where she teaches green leaders how to use data, creativity, and game mechanics to boost climate engagement. Most recently, she launched Earth Doctors, a project aimed at empowering kids to become the next generation of planet healers. In this conversation, we explore: design for actionIf you care about people, purpose, or the planet — this episode will reframe how you think about impact. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

The future of media buying isn't about robots replacing humans—it's about finding the perfect harmony between artificial intelligence and human expertise. This fascinating conversation with AI Digital's Adriana Richards and Evan Bogris challenges the widely-held assumption that AI will eventually eliminate media planners and buyers entirely. As the digital landscape grows increasingly fragmented across platforms like Amazon, TikTok, LinkedIn, Trade Desk, and DV360, marketers struggle to efficiently plan, execute, and optimize campaigns. AI Digital has developed a solution that leverages artificial intelligence while preserving the irreplaceable human element of media strategy. The discussion dives into what makes AI truly valuable—its ability to process massive datasets instantly, provide quick answers about campaign performance, and optimize toward specific metrics. Yet these capabilities reach their full potential only when complemented by human strategists who bring cultural awareness, emotional intelligence, and intuitive understanding to the table. Perhaps most compelling is the exploration of the "AI blind spot" in modern marketing. As Evan points out, the industry's obsession with technology and platforms has caused many to lose sight of fundamental consumer experiences. While marketers scramble to capitalize on CTV and OTT advertising at premium prices, they often forget that the 30-second viewing experience remains essentially unchanged from traditional television. The technology may be different, but human attention spans and memory haven't evolved. The conversation culminates in a powerful insight: what AI will never replicate is the ability to tell stories with genuine emotion and bring soul to campaigns. As brands increasingly realize they've sacrificed their identity at the altar of performance metrics, the partnership between human creativity and AI efficiency becomes not just beneficial but essential. Ready to explore how this balanced approach might transform your media strategy? Connect with us to learn more about being responsibly different in an AI-enhanced marketing landscape. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

Chris Marine and David Gogel of Campfire Consulting sit down with Gerrit Hooker of Outfront Media to talk all things out-of-home — from the beauty of old-school painted billboards to today’s data-fueled digital canvases that basically follow you (but, like, in a cool way). Gerrit grew up in the OOH world — literally — and brings decades of insight into how this classic medium has quietly become one of the smartest plays in modern media. While everyone else is yelling at you through your phone, billboards are just... there. Big. Confident. Unbothered. And surprisingly effective. We get into how brands are using tech like geofencing and mobile ID mapping to make OOH smarter (and creepier... but again, cool creepy), plus how national campaigns are getting hyper-local, and why more consumer brands are using billboards to flex for retail buyers in a B2B world. If you think OOH advertising is just highway billboards, this convo might just rewire your media brain. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

Retail media is evolving, and so are consumer expectations. In this episode, Chris Marine and David Gogel are joined by Max Mullinix from SmartCommerce to explore how brands can reduce friction in the shopper journey and create seamless, omnichannel experiences. From leveraging programmatic channels to harnessing platforms like Pinterest for product discovery, we dive into how technology is reshaping retail marketing. Plus, we break down the critical role of inventory management in delivering a flawless consumer experience. Tune in to hear about how brands can stay ahead in a rapidly changing landscape. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

It wouldn’t be a media podcast if we didn’t talk about the Big Game! But here’s the twist—Chris and David almost always agree on strategy… except when it comes to the Super Bowl. Who knew?! In this episode, we break down why the Super Bowl still matters (even if you’re not buying a $8M ad), how regional buys, social engagement & retail tie-ins can drive impact, and why mid-sized brands should rethink their Super Bowl strategy. No creative breakdowns here—just real talk about how smart brands win Super Bowl weekend without breaking the bank. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

Agency consolidations are transforming the media landscape, presenting both opportunities and challenges for global and regional brands. The discussion explores the balance between technological advancements and the risk of losing local accountability and creativity in an increasingly centralized market. • Highlighting growing agency consolidations and expected impacts • Exploring opportunities for both global brands and regional challengers • Assessing innovation versus assembly line production in large agencies • Discussing accountability challenges in relationships with media tech partners • Evaluating talent retention amid hybrid work models • Analyzing risks of losing local journalism and increasing news deserts • Detailing how boutique agencies can maintain unique creative approaches • Encouraging a balanced future for media agencies amid a wave of consolidation Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

Chris Marine and David Gogel unpack the highlights from Disney’s annual Tech and Data Showcase at CES. They discuss what the team is most excited about and explore the impact these innovations will have on media planning and buying in 2025 and beyond. Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text) Campfire Consulting Website

Imagine if your voice could influence an election. Join us as Chris, Campfire's founder and Benn, a seasoned political strategist, shares actionable steps to boost voter turnout. From early voting to creating accountability with friends, we dive into the power of direct voter engagement—door-knocking, phone banking, and more—highlighting initiatives like SURJ, Vote Forward, and Vote Early Day to make voter contact accessible for beginners. The episode also emphasizes self-care, resilience, and virtual activism, sharing lessons from 2016. As we close, we focus on building supportive networks, equipping listeners with resources to sustain healthy engagement throughout election season. Election Related Resources from this Episode Ballotpedia - enter your address and it will pull up your ballot with information and insights on candidates and issues on your ballot to help you make an informed choice. BLD SE GOTV kit - This is a kit pulled together by the B Corp community in the South East US for their B Corp Leadership Development conference that happened last month, has great resources for employers SURJ Phonebanking Opportunities - Phonebank to help move undecided voters and turn out the vote in this final week of the election cycle Vote Forward - Write Letters to Voters, be sure to get in mail by 10/29 Vote Early Day - Learn about your access to voting early or join a Vote Early Day Celebration Mental Health Resources National Alliance on Mental Illness (NAMI) Helpline Phone: 1-800-950-NAMI (6264) Hours: Monday–Friday, 10 a.m.–10 p.m. ET Text NAMI to 741741 for crisis support. Provides free mental health support and information. Crisis Text Line Text: HOME to 741741 Available 24/7 Free, confidential text support from trained counselors for those in crisis. Suicide and Crisis Lifeline Phone: 988 (Formerly the National Suicide Prevention Lifeline) Available 24/7 Provides free, confidential support for people in distress and prevention and crisis resources. SAMHSA's National Helpline (Substance Abuse and Mental Health Services Administration) Phone: 1-800-662-HELP (4357) Available 24/7 Offers treatment referral and information services for individuals and families facing mental health or substance use disorders. Trans Lifeline Phone: 1-877-565-8860 (U.S.) or 1-877-330-6366 (Canada) Available 24/7 Peer support run by and for trans people, offering emotional and financial support to trans individuals in crisis. The Trevor Project Phone: 1-866-488-7386 Text: START to 678678 Available 24/7 A resource for LGBTQ youth providing crisis intervention and suicide prevention services. Veterans Crisis Line Phone: 988, then press 1 Text: 838255 Available 24/7 Specialized support for veterans and service members in crisis, connecting them with caring responders. Send us a Text! We'd love to hear from you! Campfire Consulting Website

Discover the art of balancing sustainability and profitability in an ever-changing industry landscape. Maria Kingery, co-founder of Southern Energy Management and strategic guide at 360 Impact, emphasizes the importance of core values and the cycle of co-creation—connect, commit, celebrate—as foundational elements for leadership and organizational growth. From setting clear visions and tactical execution plans to managing the inherent volatility of the solar and green building sectors, Maria provides a comprehensive framework for achieving both business success and individual fulfillment. Her experience and dedication to using business as a force for good shine through her stories and strategies. Send us a Text! We'd love to hear from you! Campfire Consulting Website

What if we told you that trash could be a treasure trove of data? Meet Mikey Pasciuto, the co-founder of Scrapp, a startup revolutionizing waste management through data-driven solutions. From his roots in Massachusetts to earning a dual degree in mechanical engineering and sustainability at the University of New Hampshire, Mikey's passion for sustainability is contagious. In this episode, Mikey recounts the unexpected beginnings of Scrapp at UNH, where a project aimed to avoid a five-page paper spiraled into an award-winning recycling app. With the university’s robust support, Mikey and his co-founder Evan transformed their innovative idea into a thriving business. With Scrapp's journey to becoming a B Corp certification, Mikey delves into their commitment to transparency, ethics, and community engagement. From the impact of AI in sorting efficiency to the broader implications of extended producer responsibility policies, this episode is packed with invaluable insights into the evolving landscape of waste management. Join us for an inspiring conversation that highlights the power of purpose-driven entrepreneurship and the potential for innovative solutions to create lasting environmental change. Clean neighborhoods can reduce crime, examples here & here Contact Mikey and Scrapp at https://www.scrapprecycling.com/support Learn more about Scrapp at www.linkedin.com/company/scrapp or https://www.scrapprecycling.com/ Send us a Text! We'd love to hear from you! Campfire Consulting Website

What if you could transform the mental well-being of your workplace while driving a meaningful societal change? In this episode, we sit down with Hanneke Willenborg, CEO of OLLY, to explore her inspiring journey from the corporate halls of Unilever to leading a company dedicated to championing mental health. Hanneke shares her passion for purpose-driven organizations and provides an in-depth look at OLLY’s revolutionary initiatives aimed at normalizing mental health conversations and fostering a supportive work culture. Learn more about OLLY’s social mission is here: https://www.olly.com/pages/mental-health-awareness-month Project Healthy Minds: https://www.projecthealthyminds.com/ Stats: https://cdn.projecthealthyminds.com/reports/phm_state_of_mental_health_survey.pdf Olly’s 2023 social impact report, here. Send us a Text! We'd love to hear from you! Campfire Consulting Website