American Civil Liberties Union DA Billboards Campaign

For the 2018 Jefferson County district attorney race, the American Civil Liberties Union of Alabama created a public awareness campaign to help bring visibility to the Jefferson County DA race and the ACLU Campaign for Smart Justice.


Brief:
Together with the Director of Communication at the ACLU of Alabama, we worked on message and art testing using Facebook ads and analytics to track the performance of different messaging. From these tests, I created a series of billboard graphics—traditional and digital—which ran from October 2018 to the election.


Outcome:
Through the billboard campaign and the graphics shared on social media, we believe we were significantly able to drive the narrative around the importance of demanding more from our legislators. The push for the public to before more involved and expect more positive responses on Smart Justice initiatives seemed to assist the candidate that responded more openmindedly to these initiatives.