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INDUSTRY - Law and Social Justice

"WE THE PEOPLE" CAMPAIGN

MULTI-CHANNEL CAMPAIGN   |   MEDIA BUY   | CONCEPT

In response to Donald Trump’s election and proposed Muslim ban, as well as the corresponding wave of anti-immigrant sentiment, we were inspired to make a statement in support of immigrant communities in the US. We also felt it was essential to educate the public that the protections afforded by the First Amendment apply to everyone, regardless of citizenship or immigration status.


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SEARCHING FOR THE SIGNAL

Emergence Creative, in partnership with the American Civil Liberties Union (ACLU), launched a thought-provoking campaign in April 2017 to remind the public of their First Amendment rights and reassure immigrants that they too are protected by the U.S. Constitution. Conceived as a reaction to President Trump’s attempted Muslim ban, the campaign features the First Amendment in Arabic, Spanish, and English. Large-scale installations in iconic locations like Times Square increased visibility and sparked conversation.

EMERGENCE

The First Amendment applies to everyone, and the principles it upholds mean the same thing in every language. Freedom of religion, speech, press, and protest are core American values that Trump and his supporters have repeatedly trampled. To highlight the universality of these rights in a simple, memorable way, we leveraged the power of the original text itself.

IMPACT

“When Emergence approached us with this idea, I knew we had to do it,” said Stacy Sullivan, associate director of strategic communications at the ACLU. “So much of the work we do at the ACLU revolves around the First Amendment. It grants freedom of speech, freedom of the press, freedom to peaceably protest, as well as the right to practice your religion without being discriminated against for doing so. Seeing it translated into other languages, at a time when President Trump’s rhetoric has been so hostile to immigrants, really struck a chord with us.”