Theory: Two-Step

Step 1: Through the dissemination of tactical material, we hope to raise awareness of key

influencers, allowing them to embrace our mission and think positively of our services

*Due to the unfavorable controversy in relation to the American Sign Language (ASL) and the

Hear Indiana communities, it is necessary for encouraging messages about Hear Indiana to

come from an outside resource and not directly from the organization. The target audiences are

more likely to believe these statements if the information spread exists in this dynamic.*

Step 2: Once these key influencers have become aware and have espoused Hear Indiana,

these individuals will then continue to spread the word through multiple mediums. Their

advocacy will then peak interest in additional influencers, generating a domino effect of

awareness to the organization.