Grace All Over the Place!
Galvanize USA has been connecting with our audience online through the advice column Dear Grace® for years, building a strong, caring community of women helping each other navigate life’s challenges. Since we launched this community, we have seen major shifts in online communication, with short-form video now at the center of most major social media platforms. At the same time, online spaces have become increasingly populated with divisive, negative rhetoric and mis- and disinformation which promotes “othering,” making our positive, prosocial advice even more important.
When we surveyed our audience and saw that they spend 54% of their time on social media watching videos, we knew we needed to shift our strategy to meet them where they scroll. That’s why we began a new phase of Dear Grace®, not replacing what we have already built, but adding to it to reach even more women and cut through the negativity with our accessible, prosocial messages.
But why Grace?
Our research shows us that a trusted, relatable messenger—especially one who is a mom and caregiver—is the perfect person to connect with our audience They already know Grace from her advice column, and the things they love about her—her warmth, humility, and genuine advice— are the things that make her perfect for videos.
So, rather than starting from scratch, we’re introducing our audience to a different side of Grace and creating new pathways for meaningful conversation. She’s not trying to become an influencer, she’s still a regular person who sees and loves her audience for who they are. And now, our audience will be able to literally see her too! More than just a person behind a screen, Grace is now a living cultural presence who helps women make sense of their lives, their relationships, and our world.
Where’s Grace?
Now, Grace can be found not just on Galvanize Together, but on Instagram, Facebook, YouTube and TikTok, all the places our audience spends their time online, bringing her closer to those who already know her, and introducing her to a whole new group of women.
And not only that, Grace is now sharing her experiences in the real world. Our videos show her in the physical spaces that make her who she is: her home, her neighborhood, her community. Like our audience, Grace is passionate, imperfect, and always trying to do the right thing— and now we can show that to our audience, rather than tell them.
Sometimes that means answering an advice column while making cookies for her family. It’s unfiltered, and it gets a little messy, but the end result is delicious and definitely made with love. This helps make Grace three-dimensional and relatable.
It also means seeing Grace showing up for her community, like putting food in a local food pantry, a low-lift but high-impact action that is accessible to our audience. Showing her in action modeling prosocial behaviors is just one of the ways personifying Grace helps her get closer to her audience, build a more genuine connection, and show how we all can be better villagers.
She’s also able to have fun, participating in trends and stepping a little closer to her audience and what they are used to seeing online. Grace is not stuck giving advice from a distance, but can now take part in an ongoing conversation. This promotes more two-way communication with Grace and between audience members in the comments!
You can also find Grace at The Real WV where her advice is being published weekly!
How does our audience feel?
It’s only been a few weeks, but our audience is already so happy to be a part of this new era of Grace.
Since debuting Grace, we have seen a huge influx of followers and comments! We are so excited to welcome so many new people to our Dear Grace® community.
Stay tuned to see where Grace will go next!
