DROP THE CHARGES

Activism Through Advertising

During the uprisings of 2020, I leveraged my branding experience to lead a team of advertising activists aimed at pressuring Richmond’s Commonwealth Attorney, Colette McEachin, to drop charges against peaceful protestors and reopen the case of Marcus David-Peters. Collaborating closely with Richmond activists, we developed impactful digital and social media content to mobilize protestors and direct their collective power toward influential government officials.

Our digital social ad campaign gained significant traction, being shared thousands of times across Richmond and beyond. Esteemed organizations like the ACLU, Martin Agency, and RVA Mag reshared our content. We also produced an out-of-home (OOH) billboard outside the local detention center, leading to interviews with ABC and RVA Mag.

Following these achievements, we partnered with the LatinX-led social activist group "Free Them All," dedicated to supporting immigrants detained by ICE. We created compelling content to spotlight the unethical practices of the for-profit detention center, Immigration Centers of America, in Farmville, VA, exposing the inhumane conditions and the dire impact of COVID-19 on detainees. Our efforts underscored the power of advertising activism in driving social change and advocating for justice.