AdCouncil develops and launches a new campaign platform to build more welcoming communities towards immigrants
Audience research & segmentation / Brand identity & logo / Brand strategy / Creative platform / Integrated launch campaign
Background
The AdCouncil tapped Pereira O’Dell to lead the strategic and creative development of an all-new initiative at the AdCouncil, in partnership with Welcoming America and the American Immigration Council. From initial research to final creative execution, we partnered closely to create a campaign that steers clear of performative actions to actually change minds, and has the foundation to execute against for years to come.
What we learned
During the course of qualitative and quantitate research across the country, we spoke to people of all political, social, racial and economic backgrounds, unpacking topics like immigration, what it means to be American, and what it means to belong. Through our research we found thousands of differences among people, but more importantly, we learned core truths that unite all people regardless of their beliefs or ideals.
Changing minds
Many campaigns that aim to change ideology ultimately miss the mark because they are made for those who already believe in the cause, not for those who are not yet bought in. We wanted to make a campaign that spoke to the middle, and to do so, we had to let go of our personal preferences and build our case around what our audience was telling us they actually cared about.
So what did they want to hear? Surprisingly, it wasn’t criticism of their beliefs, or do-gooder reprimands.
They wanted to be affirmed in their own worldview, that they see themselves as generous, kind and helpful people.
We all feel left out
Across our research another common element arose, regardless of political or social beliefs and backgrounds. What everybody has experienced at some point in their life is the feeling of being left out - not having a place to sit at lunch, being the new person in the office, or moving to a new city or country. While the scale and experiences differ, that core emotion is strong and universal.
Belonging begins with us
That insight unlocked the key in how to activate our hesitant audience: give them a helpful role in welcoming immigrants in their community, because no matter who you are or where you come from, we all know what it feels like to be left out. But we can all foster more belonging - and it begins with us.
Campaign details
To launch the platform, we developed with our partners an initial set of assets including: an anthemic video, dynamic website with UGC and ways to participate, performance ads, OOH, radio, and a style guide to inform future partners who wish to activate against the program. Today, the Belonging Begins with Us platform is in active use by partners including Walmart and the YMCA.