The repeal of the Deferred Action for Childhood Arrivals (DACA) in September of 2017 created an emergency for Dreamers across the U.S. and put pressure on Congress to pass legislation to protect dreamers by March 5th, 2018.
Working towards the March deadline when the program would expire and leave 800,000 undocumented children vulnerable to deportation, Univision launched its Todo por Los Dreamers (Save the Dreamers) campaign to provide community members and DACA supporters with an interactive tool to easily make their voices heard by legislators nationwide in support of DACA.
In addition to this interactive tool, Univision utilized its various platforms, news, talent PSAs, digital content and connections with the community to elevate the importance of the issue within the Latino community and to provide them with a tool to connect directly with their legislators or connect them directly with their legislators so they can express their support of reinstating DACA.
The goal of these various levels of engagement was to drive calls to congress in support of DACA.
Univision's Todo por Los Dreamers (Save the Dreamers) campaign's focus to connect community members and DACA supporters with their legislators was facilitated through this interactive tool - univision.com/CallCongress. We asked our audience to directly call their local representatives to pass legislation that provides permanent protection and a pathway to citizenship for Dreamers.
In addition to providing the digital call-to-action tool and social media content and infographics, Univision worked with the Defend Our Dreams coalition, the Hispanic Federation, the Resurrection Project and Entravision to host phonebanks at local Univision and Entravision stations to connect directly with the local community about this issue, answer their questions and connect them directly with their members of Congress.
The campaign illustrated Univision's company-wide support of legislation that provides relief to Dreamers, including those not eligible for DACA. The campaign rallied the community to speak up and defend DACA across all our platforms. As a result, 12 markets across the country hosted more than 80 activations including phone banks and workshops to assist dreamers with the DACA application renewal.
Nearly 50 Facebook Live conversations on DACA were hosted by local social media accounts featuring experts and local talent, reaching more than 1 million people.
Since the campaign started, digital content on the elimination of DACA has generated more than 1.4 million page views.
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