america is an idea
At the time, immigration had become one of the most charged and visible conversations in the country. Policies were shifting. Tensions were high. And for many communities, everyday life felt increasingly uncertain.
Lyft had an opportunity to show up in a way that went beyond product or promotion. America is an idea. One powerful enough to draw people from all over the world. But not everyone gets to experience that promise in the same way.
focus:
collaborators:
EVEN/ODD - Content
Hello monday - web
impact:
featured in:
Redefining “American”
Lyft could no longer sit on the sidelines, knowing that a large portion of drivers are immigrants, and in dire need of our support. Together with Even/Odd and Hello Monday we took action by launching this ambitious initiative. Not only talking about the issue, but also providing thousands of free Lyft rides to dozens of immigration groups.
We helped numerous families across America get access to vital services they need, and deserve. Alongside our partner organizations, RAICES and ACLU, we encouraged Lyft users to do their part by signing up to Lyft’s “Round Up and Donate”, which led to the biggest spike in opt-ins in years.
awards:
awards:
The Digital Magazine
To house all of the content, we created a stunning interactive website. A bold and timely collection of films, photojournalism, and editorial of the immigrant culture during this current time in America.
Ellen black
From NYT to micro influncers
Working with the New York Times, we identified an opportunity for a contextual print ad in their immigration issue. We also created a masthead for digital readers.
Partnering up with The Infatuation, we hosted dinner parties for influencers at immigrant owned restaurants - - Guelaguetza in LA (Oaxacan), Garcia's Seafood Grille in MIA (Cuban), Galaza's in NYC (Druze). Additionally, members of nonprofit RAICES, shared some of the stories and battles they are facing everyday as they offer legal aid to immigrants caught in the border crossfire, who have no means to representation on their own.
The people, and their stories
Five vignettes across America revealing the resilience of the immigrant fabric of our country amidst the Trump administration's current and proposed policies.
80% of the filmmakers, photographers, and writers of this campaign identify as first-generation or immigrants –– many from the same communities profiled.
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