Transforming the Narrative on Asylum
– The Welcome With Dignity Campaign

Welcome With Dignity

Background

Decades of policy changes have systematically dismantled the U.S. asylum system, leaving thousands of individuals fleeing violence and persecution with limited options for safety. In response, the Welcome With Dignity campaign was launched to shift public perception, center the dignity and humanity of asylum seekers, and advocate for their rights at the southern border.

To drive awareness and engagement, the campaign needed a strong digital presence capable of reaching diverse audiences, mobilizing support, and countering harmful narratives.

Challenge

The Welcome With Dignity campaign faced key challenges:

Reframing the Narrative – Moving away from fear-based rhetoric and humanizing asylum seekers through compelling storytelling.
Increasing Digital Reach – Establishing a strong, engaging, and visually consistent digital footprint across multiple platforms.
Building an Advocacy Hub – Positioning Welcome With Dignity as the go-to resource for communities seeking information on asylum.

Strategy & Execution

The Communications Shop partnered with Welcome With Dignity in August 2022 to build and amplify the campaign’s digital presence, using a multi-faceted strategy that combined content creation, social media management, and influencer partnerships.

1. Digital Content & Social Media Strategy

- - Developed high-quality graphics, videos, and messaging to humanize asylum seekers and counter misinformation.
  - Implemented a daily content strategy across Twitter, Instagram, and TikTok to ensure consistent engagement.
  - Created shareable content that resonated with diverse audiences, including policymakers, activists, and the general public.

2. Audience Engagement & Community Building

- - Partnered with local organizations, advocacy groups, and influencers to amplify the campaign’s reach.
  - Encouraged community interaction through engaging posts, calls to action, and interactive stories.
  - Monitored platform analytics to optimize content performance and refine messaging.

3. Performance & Impact Measurement

- - Measured growth across all digital platforms to track audience expansion and engagement.
  - Benchmarked performance against initial campaign goals to assess the effectiveness of digital strategies.

Results & Impact

Thanks to a coordinated digital strategy, the Welcome With Dignity campaign significantly expanded its reach and influence:

- - 20% Overall Growth – Campaign social media following increased by an average of 20% across all platforms within two months.
  - Instagram Growth – Followers increased by 30%, with a 151% rise in content interactions.
  - Twitter Growth – Followers grew by 10%, while the engagement rate reached 3.6%, surpassing the original 3% goal.
  - Increased Visibility – The campaign’s content became a central resource for communities and organizations advocating for asylum rights.

Conclusion

By leveraging strategic digital storytelling, community partnerships, and consistent content engagement, the Welcome With Dignity campaign successfully shifted the asylum narrative and expanded its digital reach. The campaign now serves as a trusted advocacy hub, ensuring that asylum seekers and their allies have access to accurate information and a platform for meaningful dialogue.

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