The Advancement Project National Office

Background

The Advancement Project (AP) is a next-generation civil rights organization, rooted in fulfilling America’s promise of a just democracy. They are a multi-racial organization that is focused on amplifying human rights struggles for equality and justice. AP’s vision is for a “future where people of color are free- where they can thrive, be safe and exercise power.”

After certain events in 2020, AP was interested in reaching disenfranchised Black voters before the 2020 election. They reached out to us to help them update their branding so that it appealed to their target audience.

The Challenge

In the wake of pivotal events in 2020, the Advancement Project faced the urgent challenge of engaging and mobilizing disenfranchised Black voters ahead of a critical election. Their existing branding and outreach materials did not fully connect with younger, digitally engaged audiences. AP needed a refreshed visual identity and digital strategy that would resonate emotionally and culturally, inspire action, and effectively drive voter registration among communities historically marginalized and underrepresented in the electoral process.

The Solution

Our team met with AP to discuss their goals for the branding update. Those meetings led to the creation of the “Vote By Any Means Necessary” (BAMN) campaign.

The marketing assets that we created included a microsite that directed traffic to a lead form. The form collected basic information that allowed the AP team to reach out and register the disenfranchised so that they could vote in the 2020 election.

Results

The marketing collateral, microsite, and BAMN campaign were all well received by the AP team and the local communities they targeted.