Five personas from the homepage, taken all the way through: how they first see it, how the conversation adapts to them, and how each one moves a step, then two, into the disruption cycle.
01Meet Maya
M
Maya, 27
Home care worker, Atlanta, GA
GenerationGen Z / millennial cusp
GeographyCompetitive, critical for the fall
Maya works double shifts caring for two elderly clients. She's a dues-paying member who has never opened a union email. She cares, about her clients' Medicaid, her own rent, her mom's status, but she has never once thought of herself as someone who 'protests.'
02Where Maya first sees it
SEIU Georgia
Sponsored
•••
Two minutes a week. No meetings. No asks.
Learn more ›
SEIU Straight talk about what's happening to healthcare in Georgia, from union home care workers like you.
Marketer’s note: Paid social to union-member custom audiences, women 25–34, Atlanta metro. A feed ad, not stories, she scrolls on breaks, not at night.
Think like a media buyer, not a broadcaster: Maya’s persona decides the platform, the creative, and the tone.
The creative never looks like an institution talking. It looks like Maya’s feed, and every placement carries a gated link with its own tracking code, so lift is measured against the 1% baseline channel by channel. Nothing lives on a public website.
Maya’s channels, in order of trust
03The conversation, watch it adapt
This is the AI doing its one job: every answer changes the next question. Tap the answers yourself, Maya’s picks are marked in gold.
Live: answer as Maya, or as yourself
Honestly, how much time do you have for this right now?
04The first ask, the easiest real step
SMS, weekly, 2-minute read
Messages
Union home care workers1 like you are deciding our future2, because if we don't decide, the billionaire class3 will decide for us. Two minutes a week4: one text with straight talk on what's really happening to our healthcare and our neighbors. No meetings. No asks.5 Just what they hope you never find out.
1
“Union home care workers”
Lead with 'union' plus her exact job, Messaging Guide, 'Who We Are'
2
“deciding our future”
Replaces 'saving our democracy', Embrace column
3
“the billionaire class”
Re-polarization frame: billionaires vs. regular people
4
“Two minutes a week”
Her barrier is time, the ask is sized to it
5
“No meetings. No asks.”
Learn-stage contact only: trust before commitment
The ask
Subscribe to the two-minute weekly digest and follow two trusted sources
The tool
Pre-built digest: one story about stolen healthcare, one about her local, one 'what you can do in 2 minutes'
The timing
Starts now, ahead of the fall push, while the window is open
05One step. Then two.
A yes is never the end, it’s the setup. Each completed ask earns a slightly bigger one, matched to the next stage of the continuum.
Learn
Visibility
Connect
Contribute
Mobilize
Public Action
Strategic Disruption
Sacrificial Leadership
Step 1: Visibility
Add the profile frame and sign the 'I'm All In for Democracy' pledge
One-tap pledge + shareable frame, minutes, not courage
Step 2: Connect
Join the Georgia home care workers' online community
Private group invite, faces and names before any meeting
Three weeks of two-minute digests earn the next ask, and each one is smaller than it looks.
What the agent knows
2/8
Who
Maya, 27, home care worker, Atlanta
Generation
Gen Z / millennial cusp, mobile-first
Keep scrolling, the profile builds as the journey unfolds…
Nothing here is scraped or bought. Every fact is volunteered in the conversation or observed from participation, and it never leaves the system.