ACLU
Letters to America

Campaign

Organization / Role
ACLU / Creative Campaign Strategist

Press
Axios (2025)

Skills Demonstrated
Integrated Marketing Strategy / Campaign Management / Storytelling & Content Development / Cross-Functional Team Leadership / Project Management

Background 

The ACLU's “Letters to America” campaign highlights the experiences of people who have immigrated to this country in search of safety, the challenges they faced in their journey to the U.S.-Mexico border, and their hopes and dreams for their new beginning in the United States.

Our goal was to use storytelling to raise awareness about asylum and the process people go through to seek safety in the U.S. through the "Letters to America" campaign.

My Role

As the campaign lead, I led cross-functional PESO teams to develop the integrated marketing strategy and campaign launch plan for the Letters to America campaign. I guided all aspects of this multi-channel initiative, from conceptualization to execution, with a focus on cross-functional team coordination and ethical storytelling development.

Key Responsibilities & Work

Storytelling Strategy & Narrative Development
  • Developed comprehensive ethical storytelling frameworks and practices to guide work with storytellers and ensure authentic representation of asylum seekers' experiences
  • Personally sourced and vetted storytellers and conducted in-depth interviews with asylum seekers to capture compelling first-person narratives
  • Contributed to video script and blog development and guided social content development, ensuring campaign messaging consistency
Cross-Functional Team Leadership & Project Management
  • Led integrated teams across six specializations (paid media, social media, earned media, editorial, web, and multimedia) to develop the integrated marketing strategy and campaign launch plan
  • Developed comprehensive campaign launch timeline with clear milestones
  • Implemented tracking systems to monitor progress across all workstreams and conducted regular status meetings to address potential bottlenecks proactively
  • Successfully delivered all campaign elements on schedule and within scope
External Partnership Management
  • Supervised production team to ensure visual storytelling aligned with campaign messaging
  • Maintained consistent brand voice across all partner-produced assets
  • Facilitated productive collaboration between internal teams and external partners

Campaign Impact 

The Letters to America campaign successfully: 
  • Amplified asylum seekers' voices through ethical, respectful storytelling
  • Created compelling cross-platform content that resonated with diverse audiences
  • Strengthened public understanding of asylum seekers' experiences
  • Built momentum for ongoing ACLU advocacy initiatives supporting immigrant rights