In 2020, The American Civil Liberties Union (ACLU) turns 100 years old. In recognition of its centennial, the historic organization wanted to drive a nation-wide conversation around civil liberties and allow its members and supporters to engage with the issues in new and innovative ways.
Expand and increase awareness of the ACLU with an immersive national tour as part of the ACLU100 Experience.
The tour achieved the highest event attendee numbers in ACLU history and introduced the organization to millions of others through organic and paid initiatives.
The American Civil Liberties Union is the nation’s largest public interest law firm, with a 50-state network of staffed, affiliate offices. The non-profit litigates across the nation, advocating for civil liberties. As an organization with 1.5 million members, the ACLU looked to engage their current members and increase brand awareness among new demographics.
Brllnt worked with the ACLU to create the ACLU100 Experience, a mobile exhibition on civil rights with 14 tour stops over 10,000 miles in four months.
To create tour awareness, Brllnt worked together with the ACLU National, its affiliates and partners around the country. The integrated marketing and communications campaign, The Future We Dare To Create, encouraged dialogue and spurred action and support.
We flipped the script on the American Dream and asked attendees to imagine a future in which the ideals of equality and opportunity were fully realized. Prompt cards encouraged participants to share their own American Dream.
The experience brought statistics to life. An activation on mass incarceration engulfed viewers in yellow and blue dots to represent the scale of incarcerated persons in the United States.
Visitors of the Voting Rights container walked through physical barriers that represented obstacles faced by disenfranchised populations.
Brllnt designed and managed production of all signage, promotional materials, and giveaway items for the tour. The campaign generated 154M OOH media impressions and attracted over 36,400 attendees to the events.