The objective of this campaign was to educate every Californian, regardless of immigration status, about their constitutional rights when interacting with law enforcement. Whether undocumented or not, it was crucial to understand what protections the law provided, especially in situations where officers sought to enter a home or conduct a search. This campaign aimed to empower communities throughout California – specifically Hispanics, Philanthropists, Activists - with knowledge and confidence. By understanding our constitutional protections, specifically their fourth, fifth, and sixth Amendments, we wanted individuals to be better equipped to navigate encounters with law enforcement and protect themselves and their families. Everyone deserves to feel safe and informed, because these rights belong to all of us.
We initially launched the campaign in early April in the midst of uncertainty and fear rising within communities, and then amplified our creative during the June California protests, to engage our audience and distribute our messaging at a crucial time. We executed this campaign through a bilingual approach, ensuring accessibility for both English and Spanish-speaking audiences. We developed a memorable jingle designed to have a lasting emotional and educational impact, helping listeners internalize their rights in a simple and engaging way. The messaging was carefully compacted to retain its core meaning while being adaptable across formats, whether heard on the radio or viewed in video form.
To maximize reach, we deployed the campaign across multiple platforms statewide, including radio and digital content shared through Instagram, Facebook, TikTok, YouTube, and OTT. Radio ads ran across Hispanic and Black Owned stations across Los Angeles, Inland Empire and the Central Valley. By embedding the message in everyday environments, we ensured that Californians from all walks of life could engage with and absorb this vital information.
The Know Your 4-5-6 campaign achieved its objective of educating Californians about their constitutional rights through timely community impact, seeing a 13x increase in engagements during the time of protests and afterwards. With 24.2M impressions, 7.5M users reached, and over 15.5M video views in just two and half months, the campaign successfully delivered vital legal education across diverse communities statewide. The bilingual approach and memorable jingle format proved highly effective, evidenced by an outstanding 98% social view rate (3x above industry benchmark) and 34% engagement rate, demonstrating our audience’s connection with this critical information.
Meta achieved over 3x the industry engagement rate at 35%, up from 2.56% prior to the protests. TikTok achieved a 99% view rate, 3x over the industry benchmark. YouTube creative saw a 68.65% view rate, surpassing the 20% industry benchmark with an outstanding engagement rate of 75.5%. OTT videos surpassed 80% industry completion/view rate at 91.1%.
The campaign’s most significant success was its responsiveness to community need, achieving a 13x increase in engagement during the LA protests in June when constitutional rights education became urgently relevant. This surge proves the campaign provided the knowledge Californians needed when they needed it the most.
