Problem: The National Center for Civil and Human Rights was reopening after an extensive renovation, creating an opportunity to reintroduce the museum, recapture attention and inspire audiences to experience it anew.
Solution: We developed two distinct campaign platforms, giving the Center compelling ways to mark its return while creating a framework teams and partners could execute consistently across touchpoints.
Two platforms. One selected for reopening, another with potential beyond it.
Creative Team: Maurizio Villarreal (ECD), Marcos Piccinini (CD), Meghan Smith (Copy Lead), Hetal Joshi (Copy), Candas Medina (Art)
Platform 1: Selected for ReopeningOne Can Change Everything
The Center selected this platform to lead its reopening campaign. Working alongside the lead copywriter, I contributed to the brand style guide, focusing on tone of voice and verbal tactics that teams and partners could use across the campaign.
Platform 2: Considered for Future Use You had have to be there
The second platform was also well received, with the potential to be used beyond the reopening. This was where I had a bigger hand in the writing, developing the manifesto, headlines and supporting copy. The manifesto, in particular, struck a chord. The client said it gave them goosebumps when they heard it.
Manifesto
You had have to be there.
When exercising a right was is an act of rebellion.
When getting a seat at the table meant means standing up for what’s right.
When access for all, was is limited by zip code.
When every child’s right was is dependent on being the ‘right’ kind of child.
When the American dream skipped skips entire blocks.
When marrying the love of your life was is defined by gender, a crime.
When a headdress decided decides whether you’re qualified.
You had have to be there.
You had have to witness.
You had have to question.
You had have to speak up.
The National Center for Civil and Human Rights. You had have to be there.
Sample Headlines
“Healthcare is a right, but only for the right people."
You had have to be there.
“The American dream is alive, but only in some neighborhoods.”
You had have to be there.
"They say we're equal, but my son's classroom is filled with tattered textbooks and broken promises."
You had have to be there.
"My name cost me a job before I even got the interview."
You had have to be there.
"Same job. Same qualifications. Less pay. Because of my skin."
You had have to be there.
“Access for all, unless you live on the wrong side of the zip code.”
You had have to be there.
“Every child deserves a chance, yet some get a head start and some, a hand-me-down.”
You had have to be there.
