Bring them home
Our country has failed to create an immigration system capable of providing asylum-seekers and all immigrants with dignity and humanity. Swell partnered with Each Step Home (formerly named Every Last One), an organization committed to protecting asylum-seeking children and getting them out of custody and back with their families.
1 — The Challenge
Creating a powerful, dynamic message while ensuring anonymity
Reuniting separated migrant children with their families isn’t just a message—it’s a mission. With thousands seeking asylum at the U.S. border, we partnered with organizations like the ACLU, Women’s Refugee Commission, Physicians for Human Rights, Miles4Migrants, and more, raising funds to release kids from detention centers.
2 — The Brand
A visual narrative
In shaping the brand, our aim was to forge a visual identity that speaks to the deeply personal nature of the cause. Through the use of pink accents and a bold typeface, the brand exudes warmth and strength, embodying the hopeful humanity we seek to promote in our endeavors and communication.
Branding — With an issue that is deeply personal for so many, our goal was to create a visually striking brand that felt safe, powerful, and accessible.
Illustration — In order to protect their identity, we never used photos of children in custody. However we were able to adapt real drawings made by children in detention for illustrations.
3 — The Website
We empower. We educate. We advocate.
We set out to provide users with accessible information for families and advocates, and opportunities for supporters to take action to help get a migrant child out of detention. This included everything from information about the organization and the team on the ground doing the work, to resources for families, advocates, sponsors, and volunteers. We also created a hub for individuals seeking answers about immigration, our organization, and ways to support.
Homepage — The homepage utilizes a combination of media, stats, and stories to get users immersed in the effort and engaged in its success.
Signing on the dotted line for change
We drafted carefully laid out petitions that would act as tools for Every Last One to both educate and generate support on a number of issues, allowing us to keep pace with the frequent developments in immigration policy during the Trump administration. These petitions drove urgent, time-sensitive actions, like demands for a child’s release from detention, and more long-term efforts for change, like calls for policy reform.
One particularly effective petition called for the federal government to enact three clear policy changes and immediately pushed Every Last One into the center of public conversation about practical immigration reform that could be implemented quickly. This petition would become a frequently revisited tool in Every Last One’s arsenal.
Action Pages — Designed to be quickly and easily deployed to drive immediate action.
4 — Social Media
Roses and thorns
We were intentional about sharing stories of not just heartbreak and injustice, but of success as well. From profiles of children released from detention to educational content and reactions to breaking news, our social media strategy focused on a diverse and dynamic editorial calendar. In that same vein, we were careful to appreciate leaders and partners when they spoke up in support of ending family separation, while also condemning politicians for their failure to act.
5 — Fundraising
From $0 to $500,000+
Fundraising efforts included peer-to-peer donation pages, YouTube ads, Google Display ads, social ads, celebrity partnerships, and organic social video asks.
Using a wide variety of formats, Swell pushed a comprehensive fundraising campaign tailored to our audience to focus on individual donors.
In spring of 2021 we crafted a lightning-speed campaign around a benefit concert ELO would livestream from Instagram, challenging users and visitors to count down with us in preparation for the opportunity to raise “$4500 in 45 minutes.” Maintaining flexibility was key here, as extenuating circumstances required ELO to postpone twice, but with our pacing already adapted to a quick timetable, we were able to remain connected to our audience with each change and continued driving excitement for the planned evening. The final benefit total? Over $8K. All in all, we’ve helped take the organization from zero dollars to $500k in a matter of a few years.
Youtube Pre-Roll — Designed to hook a user into watching the rest of the ad in the first few seconds.
Emails — We made our emails personal with stories and updates ripped from the headlines of real life.
Who gives a fuck about Christmas? — We gave the viral moment context and urgency. And we slayed the grinch with humor and wit.
6 — Impact
We mean it when we say every last one
Every Last One has helped guarantee the release of over 200 migrant children from government detention and the reunification with their families.
Now and moving forward, we are committed to supporting Every Last One’s mission and demanding justice for every asylum-seeking child and family who comes to our border.