I am Solo Campaign
MY DAY-TO-DAY
Creative direction and execution
When a record number of Central American children began crossing the southern border of the US fleeing violence in hope of opportunity, images of children crossing into the U.S. flooded the mainstream media. Some called them a wave. Some, a surge. Calls for deportations, denials of entry went out.
:: courtesy Katie Yaeger Rotramel ::
Human nature
To the U.S. Committee for Refugees and Immigrants they were just children. Their lives were at risk. Fleeing for survival. It was their human nature.
USCRI looked to respond to the humanity of the situation.
It was their human nature.
It was their human nature.
Iam Solo
We crafted the Iam Solo campaign to tell the situation, stories, and solutions to the Central American children crossing the border.
We humanized the issue and dispelled myths with a branded social marketing campaign. We educated the public on the real stories of the children. In one week’s time, we took to the social media airwaves with infographics and 225 powerful images of children, each representing 10 children crossing the border. Witness the magnitude of the number of children and the digital airwaves we flooded.
Real change
We educated legislators and influenced them to act. We blanketed Capitol Hill and distributed an educational flyer with six solutions to every member of Congress. Our efforts helped create real policy change. The State Department announced the official launch of an in-country refugee program in El Salvador, Guatemala, and Honduras.
Win - win - win
Policy change was a big win. So was social reach. The campaign saw triple and quadruple growth across Facebook and Twitter reaching over 1 million people.
+1,700% retweets
+1,123% shares
+303% likes
+591% comments
+530% new likes
Kudos
Our campaign was recognized by the Shorty Awards as a finalist in the Government and Politics category.