Border Action Network: MOVING2MARICOPA

Credits & Description:

Category: Charity and Not for Profit

Advertiser: BORDER ACTION NETWORK

Product/Service: RACIAL, EQUAL RIGHTS AWARENESS

Agency: THE BRAVO GROUP

Chief Creative Officer: Tony Granger (Y&R)

Creative Director: Hugo Castillo (Bravo Group)

Copywriter: Sasha Vazquez (Bravo Group)

Art Director: Dayna Bieber (Bravo Group)

Editor/Art Director: Anthony Baxter (Bravo Group)

Producer: Clara Romero (Bravo Group)

Producer: Maria Molina (Bravo Group)

Media placement: Digital PR - Http://www.facebook.com/moving2maricopa - 7 March 2012



Summary of the Campaign

Current law in Arizona allows police to stop anyone who looks Latino. Since then, many have left Arizona out of fear. This is an effort to reverse that and have Latinos move there instead, and stand in solidarity with those who can’t leave. All they have to do is change their location on Facebook.



Every time someone changes their location on Facebook it notifies everyone in their social network, in turn creating conversation about what is going on in Arizona and building awareness about the law. We show people in Arizona that we support them and build awareness for the Border Action Network, an organisation that aims to reverse the law.



Since its official launch in March 2012 people from over a dozen countries have become part of the campaign on Facebook, with an average of 168 people per day becoming part of the campaign. The campaign has also received mentions on many blogs and news sites while also sparking countless conversations on Facebook and Twitter.



The Situation

Current law in Arizona allows police to stop anyone who looks Latino. Since then, many Latinos have left Arizona out of fear. This is an effort to support all the people who are, have been and will be discriminated against. Let’s all stand in solidarity and 'move to Maricopa'. All people have to do is change their location on Facebook.



The Goal

To bring the conversation about anti-immigration laws back into the spotlight, we show people in Arizona that we support them and build awareness for the Border Action Network, an organisation that aims to reverse the law.



The Strategy

Every time someone changes their location on Facebook, it notifies everyone in their social network, in turn creating conversation about what is going on in Arizona and building awareness about the law. We also empower those who live in different parts of the world to have a voice and take a stand against injustice regardless of their location.



Execution

A rally video was created to spread the word about the movement. The video was sent to various blog writers and news organisations. Once they were informed of the cause, they were asked to join the movement on Facebook. Bloggers covered the story and opened a discussion about the importance of support from everyone, not just people who live in areas where this law is enforced.



Documented Results

Since its official launch in March 2012, people from over a dozen countries have become part of the campaign on Facebook, with an average of 168 people a day who have decided to 'move to Maricopa'. The campaign has also received mentions on many blogs and news sites while also sparking countless conversations on Facebook and Twitter.