Promoting Citizenship & Civic Engagement
– BNHR’s Naturalization Fair

Border Network for Human Rights (BNHR)

Background

On June 22, 2022, the Border Network for Human Rights (BNHR) hosted a Naturalization Fair at their offices in El Paso, TX, providing free legal assistance to eligible lawful permanent residents seeking U.S. citizenship. The event aimed to remove barriers to naturalization, empower immigrants, and increase civic engagement in the region.

To maximize community participation, Border Network for Human Rights partnered with Communications Shop to develop a media outreach strategy, ensuring that eligible individuals were informed about the available resources and benefits of citizenship.

Challenge

The primary challenge was effectively reaching and mobilizing eligible lawful permanent residents in El Paso and surrounding areas. The campaign focused on:

Raising Awareness – Informing the community about the citizenship fair and available legal assistance.
Engaging Spanish-Speaking Audiences – Ensuring outreach efforts resonated with Spanish-dominant households.
Maximizing Event Turnout – Driving participation through targeted media partnerships and digital promotion.

Strategy & Execution

To meet these goals, The Communications Shop executed a multifaceted media and digital strategy, leveraging earned media, traditional media partnerships, and social media promotion.

1. Media Partnership with Univision El Paso

- - - Secured a targeted Public Service Announcement (PSA) campaign in partnership with Univision El Paso.
    - Developed and coordinated three key interview segments featuring BNHR representatives:
      - Segment 1: Univision anchor Viri Solano interviewed BNHR Policy Director Betty Camargo in a Q&A format, discussing the citizenship process.
      - Segment 2: A concise interview to confirm the event’s date, location, and purpose.
      - Segment 3: A final interview reinforcing event details and the benefits of becoming a U.S. citizen.
    - Univision actively promoted the initiative, featuring BNHR’s promotional graphics during the segments.

2. Digital & Social Media Strategy

- - - Developed a targeted social media campaign to increase community engagement.
    - Created bilingual digital content highlighting:
      - The benefits of naturalization
      - Event details and available resources
      - Real testimonials from community members

3. Traditional Media Outreach & Community Engagement

- - - Pitched the Citizenship Fair to local media stations, securing additional coverage to expand reach.
    - Conducted interviews with community members to share personal experiences and encourage participation.

Results & Impact

Thanks to a coordinated media and digital outreach strategy, BNHR’s Naturalization Fair was a major success:

- - - 300+ Attendees – Eligible permanent residents received critical information and assistance with their citizenship applications.
    - Extensive Media Coverage – Featured on Univision El Paso and local news stations, increasing awareness of naturalization benefits.
    - Increased Community Engagement – Social media outreach expanded participation and community mobilization.

Conclusion

By implementing a strategic media, digital, and community outreach plan, The Communications Shop helped Border Network for Human Rights successfully connect hundreds of lawful permanent residents with free legal resources to navigate the naturalization process. This initiative not only increased awareness but also strengthened civic engagement among immigrant communities in El Paso.

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