Narrative Change Campaign Breaks Through the Noise
UnidosUS, the nation's largest Latino advocacy organization, aimed to take on negative narratives about immigrants pushed by politicians.
Narrative research found that highlighting Latinos’ contributions to the country countered divisive rhetoric. This form of “asset-framing,” which highlights people’s strengths, increased support for policies to address barriers facing Latinos in health, education, and other areas.
We created the Count On Us campaign to change the narrative in Arizona, where voters were seeing negative messages about Latino immigrants in a noisy political campaign season. An aspirational campaign highlighted contributions by Latino entrepreneurs, artists, and others to the state’s economy and communities.
Billboards and video ads reached non-Latino voters across targeted neighborhoods and media platforms. Social media toolkits equipped more than 700 influencers to spread the word. Every news outlet in Arizona—and 232 cities nationwide—covered the campaign.
In just two months, Count On Us achieved three times the recall of similar campaigns—and local residents surveyed about the campaign were more likely to take actions such as advocating for policy change and donating to Latino organizations.
Interested in narrative change or campaigns? We’d love to talk with you! info@hattaway.com.
