Mobilizing Citizenship with “One Million by 2020” Campaign

National Partnership
for New Americans

Challenge:

In 2019, the National Partnership for New Americans (NPNA) launched the “One Million by 2020” campaign, aimed at mobilizing and activating over one million eligible U.S. residents to apply for citizenship before the 2020 elections. Given the complexities surrounding the citizenship process and the diverse communities involved, there was a pressing need for a strategic outreach initiative that could effectively engage and educate eligible residents about their rights and the benefits of citizenship.

Solution: 

Communications Shop was engaged to spearhead the campaign strategy, focusing on creative messaging and media outreach to maximize impact. Key components included:

  1. Character Development:
    • We developed an animated Latino character, Don Ramón “El Tuercas” (Mr. Screws), who served as the friendly and relatable spokesperson for the campaign. This character was designed to resonate with the Latino community, embodying the values of hard work and determination while making the citizenship process more approachable.
    • Don Ramón became the face of the campaign, featured in various public service announcements (PSAs) aimed at demystifying the citizenship process and encouraging applications.
  2. Public Service Announcements (PSAs):
    • Created engaging and informative PSAs featuring Don Ramón, which outlined the steps to apply for citizenship and highlighted the benefits of becoming a citizen. The content was designed to be accessible and motivating for eligible residents.
    • The PSAs emphasized the importance of participating in the democratic process, especially with the upcoming 2020 elections.
  3. Media Partnerships:
    • Leveraged partnerships with media outlets, including Telemundo New England and Entravision Communications, to ensure broad distribution of the Don Ramón PSA across over 20 TV stations and various digital platforms.
    • The campaign’s visibility was significantly enhanced through these partnerships, reaching a wide audience and maximizing engagement within the target demographic. 

Results:

The “One Million by 2020” campaign achieved significant milestones, demonstrating the effectiveness of strategic outreach and engaging storytelling:

  • Increased Awareness: The campaign reached a vast audience, effectively raising awareness about the citizenship application process and mobilizing eligible residents to take action.
  • Media Coverage: The Don Ramón PSA was featured prominently by Telemundo New England and numerous other media outlets, amplifying the campaign’s message and encouraging community conversations around citizenship.
  • Mobilization Impact: By the end of the campaign, thousands of eligible residents were motivated to apply for citizenship, contributing to NPNA’s goal of reaching one million applicants.

Conclusion: 

Communications Shop’s strategic leadership in the “One Million by 2020” campaign successfully engaged and mobilized eligible U.S. residents to pursue citizenship. Through the creation of a relatable character, targeted media outreach, and effective partnerships, we played a crucial role in advancing NPNA’s mission. The campaign not only facilitated greater awareness and understanding of the citizenship process but also empowered communities to participate actively in the democratic process, ultimately enriching the civic landscape of the United States.

  • Partner : National Partnership For New Americans (NPNA)
  • Categorie
  • Access To Information
  • Branding & Visual Identity
  • Campaign
  • Civic Engagement
  • Digital Marketing & Social Media
  • Electoral
  • Media Relations & Public Relations
  • Research
  • Strategic Communications

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