Empowering Communities Through Awareness
The California Endowment aimed to inform immigrant communities about their constitutional rights—especially the right to legal support—amid growing uncertainty and fear.
Assignment:
Develop a campaign that educates immigrant communities across California about their constitutional right to legal support—delivered in culturally appropriate, accessible formats that foster trust and empowerment.
From Boyle Heights to Beyond
Leveraging immigration density data, we identified high-need zones in areas such as Boyle Heights, the Central Valley, and other communities with large immigrant populations. To reach these audiences effectively, we launched a surround-sound media campaign that combined high-frequency street-level visibility with digitally amplified storytelling.
This included wild postings and billboards placed in key community corridors, targeted content across digital platforms like TikTok, Meta, and YouTube, and radio outreach to ensure we reached even offline and hard-to-reach audiences. By meeting people where they are—both physically and digitally—we ensured the message resonated broadly and effectively.
Our creative focus emphasized rights-forward messaging that highlighted protection, inclusion, and accessibility, delivered in both English and Spanish. The messaging was carefully crafted to build trust, ensure accuracy, and reflect cultural relevance for the communities we aimed to reach.
This campaign didn’t just inform—it gave voice. It expanded awareness of constitutional protections among some of California’s most vulnerable residents, creating a wave of visibility that fostered confidence, safety, and solidarity. It proved that strategic media—when rooted in empathy and insight—can drive measurable social change.
10k
Social Media Engagement Increase