Rebuilding a Common Civic Language
This campaign was built to reinforce the civic literacy our democracy depends on. Checks and balances and the due process of law are the foundation of U.S. democracy. Congress and the courts are essential safeguards against abuse. Reinforcing these fundamentals is especially critical during moments of uncertainty and division. In recent years — and especially leading into early 2026 — Americans have repeatedly reckoned with events that tested the limits of executive power. When constitutional guardrails are weakened, the consequences affect everyone.
Reaching People Where They Are
Because the Constitution is interpreted and fought over in courtrooms, too many Americans think it is the domain of judges and lawyers. Basic legal principles are often misunderstood — especially in rapid information cycles. But the Constitution belongs to the American people. This campaign is designed to bring basic constitutional principles into people’s lives: online, on streaming platforms, and on social media. In particular, we focused on people who subscribe to manosphere-adjacent content, podcasters like Joe Rogan, and lifestyle bloggers.
Why Video?
We translated constitutional principles into a primer of how our system is supposed to work, using a visual language that's accessible to a broad, ideologically-diverse audience. Hand-drawn animation breaks through the digital clutter with vivid, accessible storytelling and a message that’s clear, urgent, and unforgettable.
Distribution
The campaign launched with a 60-second hero video, supported by 30- and 15-second cut-downs. The content ran across social platforms, Reddit, online publications, YouTube, and a range of streaming services, including Hulu and Roku channels. In late February 2026, we plan to expand the campaign to reach Spanish-speaking audiences.
The Response
Within just three weeks of launch, the video amassed over 24 million views across social media and streaming ads. Over 50% of viewers watched the video to completion on YouTube, an unusually strong engagement rate — and was especially strong among followers of Joe Rogan’s popular show.
Some of the comments we received:
"These are the kinds of ads we need."
"Finally, a good, lawful, and just advertisement with no ulterior motive other than to help protect the people."
"This is the first time in years I have actually been directly engaged with some advertising directed at me. I want to help, I want to participate."
