Info

Acacia Center for Justice

An attorney recruitment campaign to get lawyers to explore a career in immigration law by demonstrating how this work is a defense of children’s human rights and dignity.
Agency: HelpGood

The immigration system is set up to fail unaccompanied immigrant children. They are not guaranteed representation, which often leaves them to defend themselves alone in court. The Acacia Center for Justice works with an extensive network of legal service providers across the United States to fill the gap in representation for these children.

We worked on an attorney recruitment campaign to raise awareness for the importance of Acacia’s work and recruit experienced attorneys as well as law students who were interested in defending unaccompanied children.

Through the campaign brand, we needed to create a sense of urgency. We used the orange from Acacia’s primary color palette to emphasize calls-to-action and headlines. The bright colors from the secondary palette created bold, scroll-stopping halftone images that were used as both full bleed backgrounds and as framing devices for images and copy. The ripped edges of the frames gave the visuals a more human, handmade touch than a clean, straight edge would.

We designed two campaign landing pages– one for the audience of current attorneys, and one for current law students– along with organic social content and digital ads.

Ads ran on LinkedIn, Meta, and Google, and we saw 64k engagements and over 1 million impressions in the first year of the campaign.