Our brand’s business is FREEDOM. And it’s under attack. Read the front page of any news site on any given day and you quickly realize that the freedoms of the First Amendment are threatened. While 93% of Americans agree that the First Amendment (1A) is important…only 5% know the five freedoms that 1A protects: religion, speech, press, assembly and petition. There has never been a better time to remind and educate Americans of the five freedoms afforded to us all in the First Amendment.
The mission of Freedom Forum (FF) is very clear and has never been more prescient: a nation where every American knows, values and defends the freedoms of religion, speech, press, assembly and petition. 1A protects everyone's right to express themselves freely and join with others to make their views known. This diversity of voices and perspectives strengthens our people and us as a nation.
We were tasked with raising awareness of the five freedoms and positioning Freedom Forum as a nonpartisan, objective source for bringing clarity and truth to 1A. No one wants to read the Constitution. So, we set out to educate Americans by connecting 1A to personal relevance by demonstrating the importance the five freedoms play in not only our lifestyle, but in our quality of life -- from the clothes we wear, who we hang with, what we laugh at, the music we listen to, the god we pray to...or not, the news we choose… 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. Seuss and Bob Dylan. The attention-getting, A-List imagery, along with topical, provocative and engaging copy, made for a winning campaign. 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 Wordle on The NY Times educating on the five freedoms, and made digital newspaper front covers, including USA Today disappear to “life without 1a”. The “Brought to You By” 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.”
Since launch, we have achieved engagement rates four times higher than benchmarks by tapping into four main themes in our creative: humor, localization, celebrities and topical content. Our hyper-focused targeting allowed us to realize success among niche audiences: from Joe Rogan listeners to Detroit Lions fans to pop culture fanatics.
