The T-shirts That Turn Ignorance Around

We created T-shirts to make every person a walking billboard. The front of the T-shirt showed the pejorative words that Donald Trump spoke against the Latino community. On the back of the T-shirt we presented the twist of the campaign. By using Donald Trump’s words, we turned ignorance around to expose the truth about who U.S. Latinos really are: contributing members of the economy and society. They are teachers, nurses, firefighters, chefs, lawyers, etc.

We created a website which included a video where people could interact with the campaign and buy customized T-shirts, so they could keep spreading the word on different social media platforms.

We launched on March 15th and will continue the campaign until the U.S. Presidential elections in November.

Placement:

This a very interactive campaign. The campaign lives online, but every person that buys a T-shirt, transforms into a walking billboard. We are also part of a different kind of protest against Trump, defending immigrant rights in the U.S.

For those protests, we have people wearing the T-shirts.

The scale:

This U.S. national campaign transformed into a global campaign and was featured in the worldwide press media through Digital, News Outlets and TV shows.

Awareness:

We helped to change the perception of Latinos in the U.S. Our video was viewed by more than 15MM people and it was shared more than 1MM times. Celebrities, athletes, and the most recognized international politicians liked and shared our campaign on their social media platforms.

Knowledge:

We influenced the entire country to talk about this topic. Our campaign transformed into an icon message during the U.S. Presidential election.

Results:

Donations multiplied for CHIRLA Action Fund in the first month of the campaign. The video was viewed by more than 15 million people. The campaign exposure was equivalent to $5MM in free media coverage. Most importantly, since we launched the campaign, the number of new registered Latino voters grew as never before in U.S. history.