ACLU Expands Outreach with New Ads to Reach Wider Audience

March 12, 2003 12:00 am

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NEW YORK-Saying that “”it takes more than a display of pride”” to protect our rights, the American Civil Liberties Union is building on its expanding membership base by reaching out to new audiences with striking advertisements that are appearing for the first time in the latest issue of Vanity Fair.

“”By emphasizing core values of liberty and freedom, the advertisement urges all Americans who cherish freedom to stand up and defend it,”” said Anthony Romero, ACLU Executive Director. “”With civil liberties under continuing threat, the ACLU is determined to bring our message to as many Americans as possible through as many outlets as possible.””

The newest advertisement features a striking image of a contact lens decorated with the image of an American flag and reminds us that “”it takes more than a display of pride”” to protect our rights.

Part of an extensive membership building effort to broaden the ACLU’s base beyond its traditional core, the style and tone of the campaign marks a significant departure from any previous ACLU advertising. ACLU membership has grown dramatically in recent months as tens of thousands of people have joined the organization to help further protect civil liberties.

“”Our new ads are about taking the critical step to protect the freedoms that move us to wave the flag in the first place,”” Romero said. The new campaign will do just that, by using provocative images to convince readers to log onto and take action to protect civil liberties.

The campaign will go into full swing in April with a more extensive media buy and a second, coordinated creative concept. The new advertisements will appear in many publications, including Daily Variety, Premier, Interview, Spin, Out and Museums magazines.

Benenson Janson, a branding and advertising agency in Los Angeles, developed the advertising campaign.

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