Acacia Center for Justice
Building solidarity with immigrant communities, fighting misinformation, and strengthening the immigration attorney pipeline.
We’re helping Acacia battle back against the current onslaught of anti-immigrant misinformation with truth and demonstrate that the fight for due process and human rights for all of us begins in immigration court.
22M
Digital ad impressions
226x
social audience growth
12K
email list growth
The challenge
Thousands of unaccompanied children, of all ages, arrive in the United States seeking safety from desperate conditions in their country of origin. Many begin their journey with their parents, only to be separated along the way.
No matter how young, they are forced to do the impossible: defend themselves in immigration court against highly trained government attorneys.
Acacia needs robust community support and a healthy pipeline of new immigration lawyers to continue providing migrant children necessary legal representation.
Our solution
We worked with specific influencers and podcasts to get the attention of lawyers and law students and begin building a case for joining Acacia’s Unaccompanied Children Program. While organic social and email content focused on the rewards and impact of a career helping migrant children, retargeted lead generation encouraged signing up for Acacia’s monthly email promoting job openings.
Lawyer recruitment efforts were further supported by an engagement campaign to build solidarity with immigrant communities, fight misinformation, and build support for Acacia’s myriad programs and national network that connects adults and children to representation in immigration court.
To fight misinformation, we needed to get outside of left-leaning, already politically engaged bubbles on social media to reach the most vulnerable. We worked with a variety of non-political creators (artists, writers, comedians, podcasters, parents, lawyers) to tell their communities, in their own words, why protecting due process for immigrants is so important for us all, and how Acacia’s programs are leading that fight.
Building nation-wide awareness and solidarity.
Our campaign creative made a complex legal topic simple, personal, and very human. Careful choices in photography emphasized how surreal it is to see a child alone in a courtroom, while still maintaining the dignity of immigrant kids by not perpetuating images of their suffering that tend to saturate the media. Through a mix of carefully selected interest targeting, creator partnerships, and digtial remarketing, we were able to reach a very niche audience of lawyers, law students, and advocates.
