CLIENT NAME: FREEDOM FORUM
The Freedom to be.
Brought to you by the First Amendment.
THE ASK:
Though 93% of Americans know the importance of the First Amendment, just 5% know the five freedoms that comprise it. That’s right, even though they essentially allow each of us to be who we are, the majority of us don’t know that 1A is made up of freedom of religion, speech, press, assembly and petition.
We created our “Brought to you by the First Amendment” campaign to generate awareness and remind us all of the modern-day relevance of the foundational freedoms guaranteed by the First Amendment. With this campaign, we bring these freedoms to life with vivid, real-world depictions, demonstrating how central they are to the American experience.
The freedom to assemble some big results.
Since launch, we achieved engagement rates four times higher than benchmarks by tapping into four main themes in our creative: humor, localization, celebrities and topical content. Our hyper-focused targeting allowed us to realize success among niche audiences: from Joe Rogan listeners to Detroit Lions fans to pop culture fanatics.
124M total impressions
49M unique Americans reached
4X monthly leads over
2-year average
10M+ engagements driven
2X increase in awareness
MESSAGING
The First Amendment. It’s who we are.
When it comes right down to it, from the clothes we wear and the books we read to being able to voice our opinions and enjoy the playlists we want, these freedoms allow us to shape who we are and be exactly who we want to be. Utilizing powerful, relatable storytelling, we inform, inspire and activate our audience to engage and support Freedom Forum’s mission.
LAUNCH
Life Without 1A
We launched the campaign with distruptive media units in USA Today, CTV, and digital, reminding our target audience of what life would be like without the First Amendment.
LAUNCH
Life With 1A
Once we exposed our audience to what life would be like without 1A, we reminded them of all the good that is Brought to you by the First Amendment.
MEDIA
Inspired, strategic media buys act as a bullhorn so Freedom Forum’s voice is heard.
The campaign focused primarily on purchased and donated paid media to maximize reach and impact within a tightly defined budget. The focus was on broad national awareness through paid placement across CTV, digital video, display, social and national targeted partnerships. We optimized creative and audience delivery weekly. Over the course of a year and $1.7M in spend, the plan beat nearly every major platform benchmark across clicks to the site, engagement, and video view rates. It produced 3X higher traffic performance and video completion costs 2-5X better than Meta norms. The paid mix was intentionally diverse to spark conversation and encourage user engagement organically. By prioritizing measurable paid media, the campaign ensured consistent messaging delivery and accurate performance attributions across channels, demonstrating the strength of paid media investment on a narrow budget.