Equal representation in a divided state.
Alabama is a historically disparate state—demographically, morally, politically, and geographically split. We had just over 8 months to bring them together. With $13 billion in federal funding and a congressional seat at stake, inciting action was paramount. We divided our efforts to meet people where they were allowing us to push our message to even the hardest to reach places.
We developed a community-centric resource complete with downloadable toolkits tailored to our diverse audiences.
A global pandemic halted grassroots efforts leading us to adjust our media approach to target the changing landscape.
We created a 4-week bracket that paired 32 county schools with the lowest census response rate head-to-head to win $65,000.
With less than 60% of people counted and only 2 months left to reach our goal, we shifted our approach to address the most apathetic audiences.
Our campaign overcame every challenge along the way to ensure all Alabamians received equal representation.