The National Domestic Workers Alliance engaged Precision to manage the social campaign Families Belong Together and continue to put public pressure on the Trump administration to end family separation. As part of the campaign, the Precision creative team looked for opportunities to humanize the story and bring the audience to ground level. In order to achieve this, Precision developed the Helen's Story video.
Helen's Story video served as the keynote product of the larger campaign, serving as a pinned-tweet, and Facebook header video. The video is a feature on Helen Nohemi, a 5-year-old girl from Honduras who was separated from her family for seven weeks. When she was finally reunited with them, Precision was on hand for the celebration and created this video for social media to capture the moment. The most important aspect of the video is the call to action, speaking directly to the campaign's objective: keeping the activism and outrage of the summer of 2018 in the audience's mind until all separated children are reunited with their families. Viewers were encouraged to visit and leave comments at a website – managed by a partner – where their comments would be directly uploaded to the national register, where people can submit opinions and comments directly to the government.
The national conversation about family separation was waning during the Fall of 2018, after the program officially was ended. Even with public denials by the administration, children like Helen were still being separated from their families. Putting a face and a name to a large national issue is one of the most important powers of video.
Precision produced this video in-house working hand-in-hand with digital and campaign strategists to maximize the effectiveness of each frame. Because of this, a complex and long-form story was given time to unravel, keeping the audience intently listening to this powerful story.
This video represents the best in creative development, production quality, and digital strategy applied to the challenge of illuminating a complex policy. By focusing our attention, care, and resources on a compelling human story, Precision was able to further the goals of Families Belong Together by telling the human side to the border crisis.
The Helen's Story video was viewed over 310,000 times across digital platforms, and the #StopFamilyDetention hashtag was used 2.9k times in just 3 days. The broader campaign ultimately drove 60k comments to the national register.
