Home is Here
Home is Here is a coalition that fights to protect DACA recipients, their families, and all immigrant communities. DACA is legal, constitutional, and it works. The Home is Here campaign launched on October 2, 2019. On November 12, 2019, the U.S. Supreme Court heard arguments on the termination of DACA to decide whether to uphold the highly successful program or put immigrant youth at risk of deportation.
On that day, the Home is Here coalition hosted rallies across the country including on the steps of the Supreme Court to drive attention to the beginning of oral arguments on DACA.
This campaign was a huge undertaking, involving many coalition partners. As Creative Director for FWD.us, I worked hand in hand with a creative agency and many other stakeholders in developing the brand, launch products, and campaign materials going forward.
Ultimately, we landed on my suggested name “Home Is Here” following a number of brainstorms, because it reflected the desire to build a campaign that is broad enough to embody an affirmative & bold position by DACA recipients and represents a value that is important for all immigrants impacted by the administration. Concepts of “home” were broad enough to hold all of these communities. In addition, it was a campaign name that would carry us through a decision by the Supreme Court in 2020 and be relevant regardless of the final outcome. The brand icon of a sterotypical pindrop reinforced the concept that I am here, and I belong here.
Goal
To rally people together to support DACA recipients and other immigrants by creating a clear plan of action. Additionally, to stop the Supreme Court from ending the DACA program.
Approach
The campaign was heavily focused on social media and creating engaging content. By using a collaborative approach involving various organizations and digital tools, the campaign managed to stay active and relevant, even during the challenges posed by the COVID-19 pandemic. This strategy allowed for a constant stream of fresh ideas, stories, and visuals, which kept the campaign momentum going.
Digital Products:
- Website
- Coalition Home Page
- Support Resources
- Sign Up Page
- Events and Days of Action
- 2 Facebook Event Pages for Days of Action
- 5 Digital Days of Action
- 2 Fully Streamed National Digital rallies
- Video Storytelling and Message Shaping
- 15 Narrative Videos
- 25 Home is Here March/Field Videos
- 1 TV Ad & Digital Ad
- 10+ Facebook Lives and IG Lives
- 2 Influencer Pushes
- Weekly Content
- 25+ Social Toolkits + Graphics
Results
In June of 2020 the Supreme Court issued a historic 5-4 ruling affirming the legality of DACA. (Here is an Article about the ruling and here is Chief Justice John Roberts Opinion) The Home is Here coalition continues to inform current DACA recipients about ongoing legal threats to the program at the 5th circuit, the importance of renewing all DACA protections, and the advantages of Advance Parole while it remains available.
Timeline:
Sample Videos:
Sample Creative:
The brand was made to be versatile and recognizable.
Utilyzing bold graphics coupled with strong imagery and direct language.
Matthew Lochman
Please contact me for more information, samples of additional or specific work not represented here, references, or if you have a hard nut to crack and could use an experienced creative.