The ACLU needs a bold challange for change to reunite over 499 families.
Mission
Solution
To raise awareness for the 499 children detained at the US/Mexico border for over a year, I lead our team through an emotionally jarring campaign highlighting the lost innocence through tattered toys. From naming to mockups, this was my most moving project.
Creative Director / Designer / Strategist
PHASE ONE
For The Children
STRATEGY + APPROACH:
Upon researching the 499 separated children & families, the cruelest piece of data revealed kids weren’t even allowed to keep their toys. Honing in on this marker of innocence, I named & built a campaign that uses tattered toys to highlight lost childhoods & incite change.
PHASE TWO
Packaging & Launch
STRATEGY + APPROACH:
Using informative packaging with bold calls to action, my team built a 3-prong approach that included:
Sending tattered toys to influencers to generate buzz
Paid social advertising for easy donations & sending toys to Senate reps’ houses
In-person stunt in the DC mall to bring change to Senate’s doorstep
