Episode Description:In this episode of What If We?, host Kaitlin Funaro sits down with internet culture writer and editor Aja Romano to explore how memes shape the way we communicate, organize, and understand the world around us.What may appear trivial or disposable on the surface often carries deep cultural meaning. From catchphrases and reaction images to political symbols and online movements, memes function as shared cultural language that evolves as people remix, reinterpret, and redistribute them across communities. Together, Kaitlin and Aja unpack how memes gain traction, why authenticity matters, and what happens when ideas lose their original context as they spread online.Drawing on examples ranging from Pepe the Frog and “Dark Brandon” to the evolution of terms like “woke” and “cancel culture,” the conversation explores how memes can both build connection and distort meaning. Aja explains why memes are difficult to engineer intentionally, why brands and institutions often struggle to participate authentically, and how marginalized communities frequently shape internet culture before their contributions are absorbed into the mainstream.In This Episode:What gives memes their staying power while so many internet trends quickly disappearHow memes evolve as they move between communities and platformsExamples of memes shaping political movements, public discourse, and collective identityWhy authenticity and spontaneity are essential to successful memesHow organizations and advocacy campaigns can participate in meme culture and the risks it involvesHow memes change meaning as they move across different online communities and audiencesWhether memes can engage serious issues without trivializing themTap into more online culture via fansplaining.com.

How does a simple color become a national symbol for change? In this episode of What If We?, host Kaitlin sits down with Nza-Ari, Founder of Project Orange Tree, and RALLY Senior Director Jason Rzepka to unpack the origins and evolution of the Wear Orange campaign.What began as a grassroots response to tragedy, honoring the life of Hadiya Pendleton, a victim of gun violence, grew into a powerful cultural movement rooted in visibility, shared humanity, and belonging. Drawing inspiration from hunting culture, where orange signals “don’t shoot,” the campaign reframed the color as a symbol for the value of human life.Together, Jason and Nza-Ari explore how Wear Orange moved beyond policy into culture and community, creating accessible ways for people to participate, connect, and take ownership of change. From local beginnings in Chicago to a decentralized national movement, this episode reveals how identity, storytelling, and collective action can shift norms over time.In This Episode:The origin story behind the Wear Orange campaignThe goals of the campaign and the audience it set out to reachThe role of culture alongside policy in addressing gun violenceWhether the campaign was designed to shift cultural norms and perceptionsHow the strategy evolved as the movement grew beyond Project Orange TreeThe signs that the campaign was gaining traction and shifting normsWhy belonging is essential to building and sustaining a movementHow people can get involved and participate todayLearn More:Check out Project Orange at wearorange.orgThe 12th National Gun Violence Awareness Day will be June 5, 2026.

For a lot of Gen Z and Gen Alpha, faith isn’t a political signal—it’s a core part of their identity. That deep connection between spirituality and values is a major, often overlooked, opportunity for advocacy communications.In this episode, host Kaitlin Funaro sits down with Derwin Aikens to unpack how younger audiences are thinking about religious identity and the power of faith as a values framework that shapes how people see the world and their role in it.For younger audiences, spirituality can be a compelling entry point to conversations from immigration to climate justice and racial equity because it connects directly to their moral lens.This conversation is a part of our series on Youth Research: Identity, Culture & Issue Advocacy RALLY produced with Rachel Janfaza of The Up & Up. You can check out all of our insights on our website.In this episode:How young people connect with faith and spiritualityHow faith + identity are interconnectedWhy religion isn’t a partisan signifier for young peopleWhy the rise of the “religiously unaffiliated” (now about 29% of Americans) doesn’t necessarily mean younger generations are less spiritual.How organizations can explore using faith-based messaging to reach younger audiences

In this episode of What If We?, Kaitlin Funaro sits down with researcher and Gen Z expert Rachel Janfaza, author of the popular Substack The Up & Up to unpack what young people are actually feeling right now, and why so many institutions are getting it wrong.Drawing from a series of listening sessions with 11–22-year-olds across the country, Rachel explains why Gen Z’s political identity is fluid, why “identity politics” feels outdated to many young people, and how COVID fundamentally reshaped their trust in authority.They explore the generational “bullsh*t meter,” why authenticity beats jargon every time, and what adults, educators, and institutions can do to create meaningful political dialogue instead of shutting it down.If you work in advocacy, education, communications, or simply care about the future of civic engagement, this conversation offers a reality check, and a hopeful one.In This Episode:Why Gen Z’s political views are fluid not fixedHow COVID reshaped Gen Z’s trust in authorityGen Z evaluates leaders based on results, not political parties.Gen Z can quickly spot inauthentic or top-down messaging (“the sniff test”).They prefer open debate and honest conversation over silence or rigid rules.Frustration with politics does not mean disengagement for GenZ.Learn more: Read RALLY’s insights report Youth Research: Identity, Culture, & Issue Advocacy Check out Rachel Janfaza’s work at The Up & UpAbout RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].

What if getting press meant more than just a headline in the New York Times? In this episode of What If We?, host Kaitlin sits down with earned media experts Sara Lueders and Alexis Gosselin to demystify the insider world of earned media. From the shifting landscape of traditional newsrooms to the rise of Substack communities, they explore how to reach audiences in today's media landscape.Sara and Alexis break down why audience identity, not just outlet size, should dictate your strategy and how being scrappy is the new standard for communication professionals. Whether you're pitching a national reporter or sliding into the DMs of a niche content creator, this episode reveals the art of the hustle and the science of storytelling in the current media ecosystem.In This Episode: What do we actually mean by earned media?When starting an earned media strategy, what information do you need to gather and what is the first question to ask? Navigating the world of podcasts, substacks, and social media clips that are fed to audiences by algorithms.How to pitch to content creators and podcasts who don't have traditional newsroom email addresses and can be harder to reach. How to evaluate a spokesperson’s ability to deliver engaging audio and video performances.About RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].

During the border patrol crackdown in Minneapolis, people have shown up—loudly and visibly—for immigrant rights. That kind of mobilization is real, necessary, and powerful. But movements don’t win by speaking only to the people already in the streets. They also win by persuading the people watching from the sidelines—the ones who don’t see themselves as anti-immigrant, but aren’t fully on board either.In this episode, Kaitlin talks with Tasha Moro, the communications director for Justice Action Center, and RALLY Director Claire Shipton about how to reach that audience—what our new research calls “Conflicted Colin”. Key Takeaways:Persuasion starts with how people feel, not what they know.Sacred values like safety, order, and protection often guide political decisions more than policy positions.Many people in the “movable middle” hold conflicting views—and that tension is an opportunity, not a liability.People are more likely to change their minds when they arrive at conclusions on their own.Narrative change requires experimentation, creativity, and meeting audiences in the spaces they already trust.Why This Conversation MattersAt a moment when anti-immigrant narratives have become increasingly normalized, this episode challenges advocates to rethink how persuasion works—and who it’s for. Instead of speaking only to the base, it asks: what would it look like to build a broader, more durable coalition rooted in shared values and lived experience?This episode is part of The Art and Science of Persuasion series, exploring how people actually change their minds—and what that means for movements working toward a more inclusive future for immigrants in the US.About RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].

What if fandoms are doing what traditional movements struggle to achieve—building belonging, joy, and coordinated power at scale?In this episode of What If We?, Kaitlin Funaro sits down with Destiny Willis and Lillian Greer to explore what stan culture can teach organizers, advocates, and movement builders about identity, engagement, and collective action. From the origins of the term “stan” in Eminem’s song to today’s highly organized digital fandoms, the conversation unpacks how online communities evolved from passionate fans into sophisticated networks capable of real-world impact.Using examples like Swifties taking on Ticketmaster—sparking congressional hearings and newer artist-led fan mobilizations—Destiny and Lillian examine how fandoms turn shared frustration into coordinated strategy. Together, they explore why joy, humor, merch, and being “in on the joke” can be powerful tools for sustaining engagement, especially among Gen Z.In This Episode:What fandoms understand about belonging and shared purpose that traditional movements often overlookHow movements can adopt fandom strategies without feeling cringe or inauthenticThe idea of “creating your own algorithm” to build issue-based communitiesWhich principles are universal—and which are specific to Gen Z digital cultureWhy identity, joy, and shared culture drive sustained engagementThe risks of applying stan culture to advocacy spaces—and how to do it responsiblyWhat the next generation of movements might look likeAbout RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].

Storytelling moves people — but it’s not enough on its own. The real magic happens when stories spark engagement and build community. That’s why one of our persuasion principles is “storytelling needs engagement.” In this episode, host Kaitlin Funaro talks with content creator Benjamin Coy and Dr. Ashley Elliott, a Doctor of Clinical Psychology and content creator better known as Dr. Vivid, about what it takes to turn storytelling into connection. From reclaiming queer narratives online to bringing those stories to life offline, they explore how authentic engagement transforms content into community — and why that’s where real change begins.In This Episode:The importance of cultivating online and offline connections The emotional cost of chasing metrics and numbers over meaning and impactEngagement is a two-way street to cultivate belonging for your followersWhy marginalized creators need safe, inclusive spaces to tell their storiesAdvice for creators and organizations building authentic community on social mediaLinks: Learn more about Dr. Vivid at doctorvivid.com and Benjamin Coy at linktr.ee/benjiecoy About RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].

What if we stopped thinking about audiences as demographics and started seeing them as heroes of their own stories? In this episode of What If We?, guest host, Sheri Klein, Senior Director of Research and Strategy at RALLY, sits down with Principal Hillary Moglen and Riki Conrey, Principal Scientist at Harmony Labs, to unpack how audience identity shapes persuasion.From the shows we watch to the personal conflicts we face, our media choices reflect more than just preferences; they reveal our values, aspirations, and worldviews. Together, Hillary and Riki explore how advocates and communicators can move beyond “reaching everyone” to instead meet audiences where they are, address their concerns, and craft stories that resonate deeply.They also share why the “movable middle” isn’t about convincing people to agree, but about understanding their internal conflicts and helping them see the choices in front of them.If you’ve ever wondered how to tailor messages that move people toward shared understanding and action, this episode offers both the art and the science behind it.In This Episode:What “audience identity” really means.How the shows we watch reflect our values and worldviewWhy advocates should explore different media segments to understand different audiencesThe biggest mistake communicators make: trying to “reach everyone”How to think about the “movable middle” through the lens of identity and conflictWhy conflict is not something to avoid—but to embrace as a path to persuasionWhat the future of audience engagement looks like in an era of AI and changing media habitsAbout RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].

Authenticity isn’t just a buzzword—it’s the foundation of trust, influence, and real persuasion. In this episode of The Art and Science of Persuasion series, Kaitlin Funaro sits down with RALLY Principal Latia Curry Harrison to talk about why authentic, genuine communication matters more than ever in a world flooded with polished messaging.They explore how leaders and organizations can show up authentically—even within the guardrails of talking points—by embracing vulnerability, rejecting jargon, and backing up words with meaningful action. From public figures like AOC and Charlamagne tha God to lessons from the advocacy space, this episode unpacks real examples that make messages feel real and what makes them fall flat.In This Episode:Why authenticity is the foundation of persuasion and trustThe dangers of jargon and over-filtered messagingWhy unfiltered, emotionally honest communication connects with audiencesWhat we can learn from leaders who speak with consistency and convictionThe role of vulnerability in building trust and influenceWhy actions must match words to sustain credibilityAbout RALLY: RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.Where you can find us:wearerally.comFollow us on LinkedInFollow us on InstagramDo you have an idea for an episode or want to connect with us? Say hello at [email protected].