As non-partisan and non-profit, Freedom Forum set out to amplify its mission of keeping the First Amendment’s five freedoms top-of-mind for all Americans…and do it on a shoestring budget. 90% of Americans are aware of the importance of the First Amendment (1A), and only 5% know the five freedoms. The challenge before us was that most take 1 A for granted, and the role the five freedoms play in our everyday lives. Our job was to illuminate these five freedoms with vivid, real-world, depictions that demonstrate everyday relevance – from the books we read to the music we listen to, clothes we wear, and who we choose to pray to or not. All “Brought to you by the First Amendment.”
We maximized the limited budget across channels with high-profile celebrities, political figures, popular books, music, musicians and more by leveraging Freedom Forum’s non-profit status and drive to educate Americans on their First Amendment Freedoms. This included the likes of everyone from Dave Chapelle and Tucker Carlson to Dr. Suess and Bob Dylan. That attention-getting, A-List imagery, along with topical, provocative and engaging copy, made for a winning campaign that could rival any big-budget, celebrity-endorsed national marketer. On top of all that, we secured the perfect song “Freedom” by Jon Batiste that serves as the centerpiece to the campaign brand video. The campaign educates the five freedoms in relatable ways. To create excitement, we launched the campaign with a teaser effort by demonstrating “life without 1A.” We literally made the news disappear, with the words supered on the screen “Life Without 1A”. We took over Wordles, NY Times Crossword educating on the five freedoms, and made digital newspaper front covers, including USA Today, disappear to “life without 1a”. The “Brought To You Buy” campaign then rolled out across social channels, digital, podcasts, CTV, and other media by pointing out how everyday living is “Brought to you by the First Amendment”.
"Brought to you by the First Amendment” is achieving it’s launch KPIs in educating Americans on the five freedoms through video, online banners, animated and static social, outdoor, radio, influencer
engagement, podcasts, event planning, stunts, and newspaper takeovers, including the front page of USA Today. The results? While the campaign is at its infancy, 12 week results include:
•Driven over 400,000 clicks to the site
•Driven over 8.5 million engagements
•Generated a reach of over 38 million users
