Move Into the Future Campaign

ROLE: Client Lead, Creative & Marketing Strategy

The Soze Agency

THE CONTEXT
In 2022, United We Dream partnered with The Soze Agency to lead and implement a vibrant and informative marketing plan for Move Into the Future, a campaign of abundance, which aimed to draw a clear connection that immigrant justice is part of racial justice, engaging youth of color in order to convert them into allies of immigrants.

Bringing the campaign to life was the Move Into the Future Sculpture, led in creation by Wyatt Cross with Big Bowl of Ideas and live in Houston, Texas at Emancipation Park from February 26-May 17, 2022.

THE STRATEGY
Show Black and brown young people how interconnected their life’s experiences are with stories of abundance to activate this cohort to become allies of immigrants, ultimately getting them to see that immigrant justice is racial justice.

THE EXECUTION + RESULTS
The digital-led campaign was vibrant, optimistic, and informative and inviting, inviting young people in by way of:

• Influencer generated content dropped on a Day of Action via social that spoke to the campaign’s theme of abundance. Through this content, we reached 12M+ and amassed 2.3M views

• Digital ads to drive traffic to the sculpture (IRL and virtual) which ran for 2.5 months, garnered 2,641 link clicks, reaching 14,754 people in our demographic (Houston area, from 18-35).

• Microsite that included a pledge, overview of the artists we were collaborating with, a 360 tour of the live sculpture, and a toolkit for visitors to download graphics and copy to use in social posts