CHALLENGE: In anticipation of this year's tumultuous inauguration, when we would watch a new President swear to "preserve, protect and defend” our Constitution, a small team of dedicated creatives wanted to empower individuals to do the same.
SOLUTION: This website and social media campaign aims to inspire every American – no matter who they voted for – to make and post a personalized oath to fight for the rights of vulnerable communities being targeted by the Trump administration. And since an oath without action is an empty promise, ThisIsMyOath.com provides resources, ideas, and support needed to go further than hashtag activism and the confines of social bubbles.
AN ANECDOTE: From concept to launch, this project came together in about 6 weeks (!) After the ACLU launched a similar "Take an Oath" campaign following ours, their marketing firm reached out to find out who was behind ours. Apparently the ACLU liked ours better! They were shocked (and a little miffed) to find out it was 4 people in a Brooklyn apartment.