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Powering the next generation of activists

Challenge

How do you engage a new generation of grass-roots activists on behalf of a 100 year old institution that does most of its work behind the scenes?

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Story

Quest: We the people dare to create a more perfect union.

For nearly 100 years, the ACLU has been our nation's guardian of the freedoms defined in the Constitution. They've played a major role in every major social-change movement of the 20th Century.

 

While highly respected, the ACLU had been losing visibility, and its member base was aging. A new cohort of youth-led grass-roots movements had stepped up to defend rights and liberties. Since the ACLU does much of its work behind the scenes, many young change seekers were not even aware of it, or thought of it as a little staid.

 

We needed to engage this new generation, tapping into their energy and idealism, by not just exciting them about  the ACLU’s mission but equipping them with the tools to take action.

 

Conversations with ACLU affiliates and young change seekers across the country revealed a powerful truth: while The ACLU’s mission to preserve the protections and guarantees of America’s constitution might seem old-fashioned to some, it is vital and urgent like never before - and a powerful call to action.

Doing

We helped the ACLUS inspire and equip the next generation of activists.

We gave them a Quest to guide every single aspect of the organization: actions, identity, community.

 

It inspired a new visual identity that would resonate with a rising generation of activists. We then created ways to activate the Quest and reimagine the ACLU’s relationship with current and new members, driving loyalty, membership and donations.

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Results

We helped the ACLU regain momentum, making them a highly visible force before and during the 2016 election and beyond

1M

$79M+

2000%

84M

12K

new members

donations in 2017 vs $4M YAG

increase in social followers

“People’s Oath” media impressions

community generated events

Our Quest continues to guide everything the ACLU does

Work

See more examples of how we’ve helped to transform our clients.