NATIONAL IMMIGRATION LAW CENTER
IMMIGRANTS ARE ESSENTIAL CAMPAIGN

ROLE: Client Lead, Associate Creative Director, Lead Producer, Media Buyer
The Soze Agency
Strategy: Michael Skolnik + Anjali Gupta
Creative Team: Flannery Miller, Nicole Dagenais, Alex Izaguirre, Taylor Desmangles, Zoë Miller

IMMIGRANTS ARE ESSENTIAL

Immigrants are not only essential workers, they are essential to America’s recovery from the disaster of COVID-19. We launched #ImmigrantsAreEssential to make sure that politicians finally hear what all of us already know. Millions of immigrants, including non-citizen immigrants, are keeping our healthcare system working, keeping our farms and food deliveries flowing, caring for our parents and children, and saving our small businesses. But immigration policies are making their lives more dangerous and making their work impossible. 

There is no essential workforce without immigrants. So we must ensure that all essential workers can get tested, get care, and get vaccinated, including immigrants. We must end the denial of financial support to all essential workers, including immigrants. It’s time to recognize all immigrant essential workers and give them a fast path to citizenship. 

Clapping louder won’t make that happen, but raising our voices will. #ImmigrantsAreEssential is our chance to raise our voices and force politicians to act. We are commissioning artists who can bring the stories of immigrant essential workers to life. We are driving conversation online so that thousands more of us can demand action. Every profile of an immigrant essential worker represents the stories of millions more. Together, we are making sure the people who do the most essential work get the most essential recognition and rewards they deserve.

We must pay, protect and honor all immigrant essential workers:

        — Living Wages and Job Protection

        — Access to COVID-19 Testing, Treatment & Care

        — Protected Status and Citizenship

After launching the campaign in May 2020, #ImmigrantsAreEssential produced and promoted:

• Original and licensed art: More than 80 original and licensed works of art, which have been shared by thousands, including more than 2,500 times by over 1,000 influencers online. Commissioned artists include Narciso Rodriguez, Uli Knörzer, Nikolas Smith, and Molly Crabapple.

• Micro-Influencer activations: More than 170 posts from 25 Florida-based influencers with a combined audience of 36M (1.4M each), generating 16M impressions, 5M engagements and an earned social media value of $2.3M.

• Videos: Vote for us all,  Lost in their voices, and Midland Hospital have reached over 700,000 views. 

• Multilingual murals: Murals in Miami’s Wynwood and Little Haiti communities, featuring #ImmigrantsAreEssential messaging, including in Creole, have captured the attention of more than 410,000 Floridians.

• Billboards: (Link to the billboards) in Florida displayed prior to the November election reached 4.6 million.

• Mobilization and engagement: #ImmigrantsAreEssential messaging activated tens of thousands of Americans from all 50 states to take action in support of immigrant inclusion in federal COVID-19 relief.

• Full Page Ad in the Washington Post calling for citizenship for all 11 million undocumented immigrants the day before Biden’s inauguration

• Out-of-Home activations including 300 wild posting posters in D.C. and bike-share docking stations leading up to Biden’s Inauguration

• To Immigrants With Love x Immigrants Are Essential Partnership included public art in 10 different cities across the U.S including 1,500 posters, billboards in Dallas, TX, and digital bus shelters in Washington, D.C. The campaign was also part of a digital day of action that garnered 20M+ potential impressions on social including shares from notable figures such as Monica Lewinsky, Alyssa Milano, Sarah Drew, Martina Navratilova, Linda Sarsour, Jason Winston George, Estelle, Morgan J. Freeman, Maya Wiley, Isabella Gomez, Peppermint, Paola Mendoza, Estelle, Lauren Russell, Sarah Sophie Flicker, and Rachel Sklar.