about Who Benefits?
Built by sōsh.
Inspired by the need for a different conversation.
Who Benefits? is being developed by sōsh, a 26-year-old digital media agency founded and led by Michelle D’Attilio.
For more than two decades, sōsh has helped organizations clarify their message, build their brand, reach the right audiences, and turn ideas into campaigns that can move across digital, social, paid media, content, and community channels.
The agency has always believed that good marketing is not just about getting attention, but helping people understand something more clearly.
That belief is at the center of Who Benefits?
Michelle has spent her career studying how people respond to messaging: what they ignore, what makes them defensive, what earns trust, and what helps an idea break through. In a media environment shaped by outrage, distraction, and distrust, she saw a clear problem with the way most political advertising is built.
Too often, political advertising:
Tells people what to think.
Assumes that repetition is the same as persuasion.
Speaks to people who are already convinced, while missing the people who are exhausted, skeptical, overwhelmed, or quietly disengaging.
Who Benefits? was created as a response to that problem.
The campaign is built around a simple question that can cut through political noise and help people look more closely at power, incentives, and outcomes:
Who benefits when the same problems keep getting worse?
The idea began when Peter came to Michelle with a desire to do something meaningful in this political moment.
He was not interested in creating more noise or another predictable attack campaign. He wanted to help people make sense of what they were already feeling: that something is off, that everyday people are carrying the cost, and that the systems creating those problems are rarely explained in a way that feels clear or accessible.
Michelle and the team at sōsh saw the potential to turn that concern into a campaign framework.
Not a Generic ad.
Not a slogan.
Not a partisan shouting match.
Who Benefits? is a flexible educational campaign to help people ask better questions, connect everyday problems to the systems behind them, and understand who gains when those problems remain unsolved.
It is a campaign framework that can be scaled nationally, regionally, or locally depending on the partners, funders, and communities involved.
At its core, this project is about clarity:
Reaching people who know something is wrong but may not yet have the language to explain it.
Creating messaging that does not begin with blame, but with curiosity.
Giving people a simple, repeatable question they can apply to wages, housing, healthcare, rights, corruption, voter turnout, corporate influence, and the systems that shape daily life.
People see that something is rotten.
This movement helps them ask the next question.
Sōsh brings the strategic, creative, and operational experience to build that idea into a real campaign. Peter brought the urgency and desire to help spark change. Together, the goal is to develop Who Benefits? into a public education campaign that can reach people where they are and help them see the bigger picture more clearly.