ACLU // They Are Missing “They Are Missing”, is a marketing campaign for ACLU California Action, which targeted the themes of immigration and the concept of “No One Is Illegal On a Stolen Land” as the backbone of the campaign. Why this project?
The reason why this project exists goes back to my friend, Adrianna. Adrianna is an advertising major, and her focus is on marketing. When she invited me to join her to make a piece for the American Advertising Awards 26 competition, I knew it was the right place and time for me to showcase my graphic/creative skills. Since the first day, we both knew that we had to go for an immigration related topic, given that both come from an immigration background.
We chose “ACLU” as our brand, and the tagline for our campaign became “They Are Missing”; putting focus and spotlight on ICE raids across California and those who are unfairly treated because of their citizenship status during these times.
Year 2025
Category Adevertising,
Project Information Visual Design, Creative Strategy,
Guerilla Marketing
*Special thanks to Professor Marthinus JC van Loggerenberg
EARLY IDEATION
We produced different stereotypical (as ICE uses racial profiling and stereotypes to make arrests) fake stories, claiming that these people who are usually unseen but very influential to society are missing now, inspiring the viewer to go out and thank a member of their community who might be an mmigrant as the Call to Action.
FINAL POSTER + FLYER DESIGN
MARKETING MATERIAL IN ACTION
A CAMPAIGN, WORTHY OF GOLD ADDY!
Our campaign was rooted in an issue that both my partner and I felt strongly about, which motivated us to submit the work to a local student competition through the University of San Francisco’s Advertising Department. Shortly after, we were notified that the committee responded very positively to our project and selected it for sponsorship to the American Advertising Awards. Following submission, our work was named a finalist and we were invited to attend the awards gala, where we figured out that the American Advertising Federation had honored our campaign with a Gold ADDY Award for Best Integrated Advertising Campaign, selected from over 200 entries across the San Francisco Bay Area. The project has since advanced to the regional level, where it will compete against top student work from Northern California and Northern Nevada, with the hopes of moving on to the national stage.