American Justice Partnership

Challenge: AJP was a small but passionate voice for judicial reform. Their counterpoints are heavily funded and well connected leaving AJP severely outspent. They needed a brand and voice, matching the organization’s passion, which would make them be heard above the noise.

Solution: We partnered with issue and policy advertising agency TenCAPITOL to develop distinctive branding that delivered an honest and unapologetic message, helping AJP to become known for “telling it like it is.” We developed unique digital marketing properties and promotions, like Heroes and Villains and Justice Hijacked, to engage activists and provide stickiness for their digital properties.

Result: Our issue advertising campaigns helped AJP successfully advocate for judicial reform and boast a voting winning percentage of over 75%. Heroes and Villains received over 40,000 votes during its first year, and the release of Justice Hijacked garnered both national and inside-the-Beltway media coverage.