A lesson in ‘less is more’ from the ACLU
Less is more might be a cliché – but that’s because it’s true. In between the big, in-your-face campaigns we’re used to, a simple good idea can steal the show. Just look at the American Civil Liberties Union “We the People” campaign.
For reasons obvious to us all, ACLU’s message has become strikingly important. And to convey it, they designed a strikingly attention grabbing campaign: posters recounting the first amendment, translated into Arabic and Spanish.
We’ve seen many (many) campaigns responding to Donald Trump’s travel ban (and to his wall), but nothing that lands the message home like this. In case you’re not up to speed with the American constitution, the first amendment protects the freedom of the people. Freedom to protest, to speak, to practise their religion, and crucially, it prohibits congress from restricting those rights. And by translating it into the languages of two of the groups persecuted by the Trump administration, it sends a firm message, without having to say another word: America is for everyone.
The ACLU might not be a brand in the conventional sense of the word, but when it comes to landing a message, it’s a model to follow. In this case – it’s a message that matters.