SITUATION

In order to capture the diverse needs of A.A.’s 2 million+ sober stakeholders worldwide, as well as those who turn to A.A. for help, we undertook an extensive audit that examined A.A.’s internal and external communications, culminating in 83 one-on-one interviews, 4 focus groups, 1,504 completed surveys, 7 field observations, and over 158 asset reviews.

OUR WORK

Synthesis of the quantitative and qualitative data gathered during the audit’s discovery phase resulted in 32 recommendations, with the overarching goal of empowering A.A.’s internal stakeholders to become more effective and courageous communicators of the organization’s life-saving mission.

Two critical recommendations were synthesized from the 32 recommendations: 1) creation of a centralized communications function and 2) development of multi-year strategic and communications plans. These proposed courses of action were built to remedy gaps, and elevate and advance the quality, modes, and impacts of A.A.’s communications to all key audiences, most importantly, the still sick and suffering alcoholic.

IMPACT

Over an eight month period, we gained consensus and buy-in from A.A.’s three corporate boards, administrative leadership, staff, and 91 area delegates to move forward on a comprehensive communications plan and centralized function; both of which are currently in development.