ACLU: STAND FOR RIGHTS


The brief was simple – fly a multi-disciplined team to New York for 11 days, build an engaged audience for Facebook’s first live telethon, deliver in-show fundraising asks and develop post-telethon journeys to raise money for the ACLU.

Check out the Stand For Rights supercut at the top of the page.

BUILDING AN AUDIENCE

We leveraged our star-studded lineup including Tina Fey, Jon Hamm, Katy Perry and Usher to record custom trailers for the live show to get maximum reach and engagement. We built anticipation with countdown graphics and ‘just announced’ celebrity guests and asked Americans to stand for rights with us by sharing photos posed as Lady Liberty.

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ON-THE-NIGHT FUNDRAISING

We wrote donation scripts for the hosts to read during the three-hour show and, in collaboration with Telescope, were responsible for live on-screen graphics and animations asking people to donate, comment and share.

IN-SHOW ASSETS

As our time in New York progressed, I was also involved with designing and producing digital in-show assets and printed branding and collateral for the set.

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AWARD WINS

Best Live Event, Shorty Social Good Awards 2017

AWARD NOMINATIONS

Outstanding Creative Achievement in Interactive Media Within an Unscripted Program, Emmy Awards 2017
Live Streaming Video (Finalist), Shorty Social Good Awards 2017
Events & Live Streaming (Video) Category, Webby Awards 2018