The driving idea behind our work was to support Ms. Opal Lee’s lifelong dream of making Juneteenth a national federal holiday. The last holiday put into federal mandate was Martin Luther King Day in 1983. Partnering with Ms. Opal, known lovingly as 'the Grandmother of Juneteenth' and her non-profit, Unity Unlimited, our goal was to amplify her efforts, raise awareness of the importance of Juneteenth, and highlight her dedication to social impact.
For us, this was a human connection campaign, drenched in fragile and significant history of America.
Annually, 96 year old Opal Lee walked 2.5-miles in her hometown of Fort Worth Texas, recognizing the 2.5 years it took for the news and enforcement of freedom to reach the enslaved people in Texas.
We took this tradition and expanded it, seeking to create a nationwide movement in the lead-up to June 19, 2021, by leveraging strategic initiatives that would maximize visibility and engagement, ultimately leading to the federal recognition of Juneteenth. Through creative strategy, marketing, content development, and public relations efforts, we positioned Opal's mission at the forefront of national conversations, inspiring widespread action and government support to honor this crucial moment in American history.
Beyond Juneteenth, we looked to create a world of engagement outside of the holiday that put the Juneteenth education in the hands of the people across the world - not just in Opal's homecity of Fort Worth Texas, but across the US (national), and then globally.
Our approach centered on a multi-faceted mulit-year campaign designed to support Ms. Opal Lee’s cause through impactful events and strategic partnerships. Key initiatives included:
Petition Delivery to Congress: In September 2020, we helped Ms. Opal collect and deliver 1.5 million petition signatures to Capitol Hill, symbolizing the overwhelming public support for the cause. The event was amplified with a press conference to garner media attention. This confirmed the holiday as a federal Holiday in the United States.
Brand Identity and Digital Presence: We created new brand guidelines and new visual brand identity for Opal's movement that lived across Opal's website, social media channels, merchandise, walks, and billboards (provided by partners, OUTFRONT) in Times Square to engage the public.
National Press Conference: To culminate Black History Month 2021, we produced a press conference at the National Press Club in Washington D.C., amplifying the message with media coverage on CNN and FOX, further raising awareness.
Franchising Opal’s Walk for Juneteenth: We expanded Opal's local Juneteenth walk to a nationwide event, with national sponsors including Outfront, Sephora, JCPenny, CAA, Heal America, American Airlines, and more. We did so by facilitating in-person and virtual walks across multiple cities (first Texas and then New York City, DC, Chicago, LA, Atlanta, Tokyo Japan, and more), uniting people nationwide in support of the cause. The event was live-streamed on FOX SOUL, allowing supporters from across the country to participate.
CAA Partnership & Event: We secured a partnership with the Creative Artists Agency, leading to a virtual event featuring Ms. Opal and NBA star Carmelo Anthony. This event provided a platform for a broader conversation on Juneteenth, with real-time engagement from the public. Additionally, we brokered Opal Lee representation with the CAA Speakers division and Literary division to amplify her message across universities, organizations, and entertainment.
Children’s Book & Classroom-to-Home Curriculum Development: We developed Opal’s self-published children’s book, “Juneteenth, A Children’s Story,” to educate young Americans and the world about the significance of Juneteenth, ensuring that future generations would understand this historic moment. We developed a curriculum for the U.S., Canada, and Mexico to integrate into their current historial curriculums.
The Smithsonian Museum: The historical museum powered a digital education program highlighting the importance of Opal Lee's work evangelizing Juneteenth signficant history in American culture.
Challenge: Not all demographics were familiar with the history and cultural significance of Juneteenth, making education a key component of our campaign. Additionally, we had to overcome preconceived notions of Opal's identity and story against a racially charged backdrop during the global pandemic. We had to find a way to invite everyone in to Opal's wisdom and advocacy.
We also overcame challenges such as navigating a rapidly changing political and social landscape, charged by the world-altering death of George Flloyd. It was ciritical that we collaborated with with diverse stakeholders and partners, across our strategy, creative, and execution, ensuring that Ms. Opal’s message felt authentic, connective, and heard far and wide.
Our campaign achieved its primary objective when President Joe Biden signed the Juneteenth National Independence Day Act on June 17th 2021, officially recognizing Juneteenth as a national federal holiday. Juneteenth celebrates the freedom gained when slavery was abolished all across the country and world.
This monumental achievement was a direct result of our efforts to amplify Ms. Opal Lee’s cause and her unrelenting passion of Freedom for All. The last holiday put into federal mandate was Martin Luther King Day in 1983. Ms. Opal was invited to the White House to witness the televised signing of the law, further demonstrating the campaign’s impact.
The overall campaign secured over 14.6 Billion Media Impressions, with media coverage from outlets including CNN, BBC, Good Morning America, The Washington Post, and Vox - significantly increasing visibility for both the history of Juneteenth and Opal's message of Freedom for All. President Biden’s public recognition of Ms. Opal’s work, including his personal tweet, highlighted the success of the campaign in making Juneteenth a symbol of national unity and celebration.
As we continued our campaign of education and social change after Juneteenth became a national holiday, Opal Lee was also honored with a doctorate degree, was nominated for a Nobel Peace Prize, and secured represention with CAA, to expand her cultural and entertainment reach. Fort Worth pledged $15M for the inaguration of the first national Juneteenth Museum!
Ms. Opal continues annual Juneteenth walks to educate the world on the importance of understanding that freedom is for everyone.
