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USCIS

U.S. Citizenship and Immigration Services is a component of the U.S. Department of Homeland Security charged with processing and managing all immigration benefits functions.
“Who I Am” - PSA Campaign

Posters

TV
Phillipines Radio
Dominican Republic Radio
Mexico Radio
China Radio
Vietnam Radio

Bus Shelter

Digital Banners


Challenges

  • Over half of all immigrant Lawful Permanent Residents (LPRs) were not naturalized U.S. citizens, as of January 2010. 
  • Many didn’t understand the difference between Lawful Permanent Residency and actual U.S. citizenship.
  • USCIS needed to get qualified LPRs to visit uscis.gov to get more information about naturalization requirements, learn about the naturalization process, and avail themselves of free naturalization preparation resources. 

Constraints

  • Most LPRs expressed a desire to eventually become U.S. citizens, but also felt an obligation to return to and reside in their countries of origin. 

Solution

  • Launched a multilingual, multicultural campaign promoting the rights, benefits and responsibilities of U.S. citizenship. 
  • Reminded viewers you can become an American citizen and still maintain your cultural identity.
  • Highlighted tangible citizenship benefits—like voting for president—and tied them to larger American ideals such as freedom, opportunity and responsibility, which resonate across all LPR segments.
  • Deployed a national media effort, with an additional regional focus in NY, CA, FL, and TX, using broadcast, print, digital, out-of-home, and other outreach materials in languages and countries of origin reflecting the largest LPR populations in the U.S.

Results

  • Exceeded all client benchmarks.
  • Delivered a 33.91% increase in unique website visits (vs. projected 10%).
  • Prompted a 60.13% increase in downloads of the Naturalization Guide (vs. projected 5%).
  • Posted average CTR of 0.86% (vs. projected 0.03% - 0.07%).