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One Chicago

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
President Trump threatened to remove federal funding to cities that protect immigrants known as sanctuary cities. This put Chicago, one of the most immigrant friendly cities, in the national spotlight. Fear and uncertainly suddenly plagued its citizens. The conversation around immigration became hostile. The city came to us in need of an answer. Other sanctuary cities like Miami had already caved under Trump’s pressure. It was time for someone to take a stand. Our objective was to create a program to let immigrants know they are safe and that the city of Chicago will always have their back.
Strategy
The discussion around immigration had become negatively charged. The term sanctuary city developed a derogatory connotation. We needed to convince Chicago’s massive immigrant population that despite what they were hearing in the news, they will always be protected and have a home there. Chicago was built on diversity. Everywhere from its citizens, to its architecture to its food. It was time to remind people that it’s not about where you came from. It’s about what you’re made of. We needed to unify the city. But not just the people. We needed businesses, churches, news outlets and even sports teams to stand by our side. On top of that, we had to do it without spending a dime of taxpayer money. Our approach was to give Chicago’s immigrants a voice that would be impossible to ignore, empower them with resources and bring the entire city together as one.
Relevancy
Due to the current political climate in America, the discussion around immigration had become negatively charged. Being one of the most immigrant friendly places in the country, the city of Chicago needed to respond. We created a campaign that unified the city, letting all our citizens know that they will always be welcome. Major TV networks and news outlets covered our campaign, spreading our message globally. We built trust between citizens and the city, taking a bold stance for immigrant protection.
Outcome
Within the first week, we earned 2 million PR impressions. 8 major networks donated broadcast time amounting to more than 8,600 placements and 16 million impressions. News outlets including CNN, NBC, The Wall Street Journal and Reuters shared enthusiastic coverage of One Chicago. We reached 74% of the city and earned 192 million PR impressions nationally. Citizens, churches and business owners across the city proudly displayed our star in their front window, showing they are immigrant friendly. 2.3 million dollars were set aside to support Chicago immigrants. Most importantly, 30,000 people found help and legal aid at OneChi.org. We also achieved our goals without spending any taxpayer dollars. One Chicago successfully brought every neighborhood and every background together as one, surpassing all expectations and captivating a global audience.
Execution
We gave immigrants from all different neighborhoods and backgrounds a platform to share their unique stories and made them the face of One Chicago. The campaign launched in May of 2016 with a One Chicago press conference from Mayor Rahm Emanuel. He announced that Chicago will always be a welcoming city and encouraged everyone to display our star in their front window. The interviews and portraits we shot of our immigrants were featured throughout the year in TV, social, online and out of home across the city. The campaign drove people to OneChi.org, which provided valuable resources for immigrants and showed everyone how they could get involved. We also made customized versions of the One Chicago star, representing all the different neighborhoods around the city to show that we are all equal.
CampaignDescription
During the most divisive period of modern American politics, our city decided to take a stand for immigrant protection. Partnering with Mayor Rahm Emanuel, we created One Chicago. An initiative to rebrand our city as not just a sanctuary city but a welcoming city. Each of the stars on the Chicago flag represent a major milestone in our city’s history. This inspired us to create a new star to stand as our logo and celebrate being a city built by immigrants. We gave immigrants a powerful voice as well as resources they need like legal services and employer communications. In the boldest move yet for immigrant protection, we unified all Chicagoans around the fact that we are and always will be a welcoming city.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Digital & Social > Real-time Response
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Corporate Image, Communication & Reputation Management
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