In response to the increasingly divisive rhetoric from the current presidential elections, particularly from Donald Trump, full-service agency Walton Isaacson is providing its services pro-bono to CHIRLA (Coalition For Humane Immigrant Rights Of Los Angeles) Action Fund for a campaign called "Turn Ignorance Around.”
Walton Isaacson developed the strategy and creative for a video,Web site, social media campaign and T-shirts, with an activation planned for the 10th anniversary of the historic immigrant rights event “La Gran Marcha.” It will take place in Los Angeles on May 1.
T-shirts will be available through the TurnIgnoranceAround.com site and given away at the May 1 event.
The concept is designed to "flip the script on racist stereotypes" against Latinos by showing dual-sided messages. For example, the "I'm a Trafficker" T-shirt displays a message on the back of the shirt that states, "A Trafficker of Knowledge, I’m a Teacher and I’m a Latina." The "I’m a Dealer” T-shirt is explained with a flipside message that reads, “I’m a Dealer of Care, I’m a Nurse and I’m a Latina."
“Our agency understands the power of celebrating diverse cultures,” said Aaron Walton, cofounder, Walton Isaacson. “It leads to innovation, promotes compassion and honors the tremendous contributions that Americans and immigrants have made to help build our great nation, so this is personal to all of us.”
Walton added: “Divisive hate speech on the campaign trail can’t be allowed to control the narrative about America’s vibrant multicultural citizens."
This is a “passion project” for the multi-ccultural agency founded in 2005 by Aaron Walton, Cory Isaacson and partner (and former NBA great) Earvin "Magic" Johnson.
The agency doesn't shy away from making a statement, as it has been involved with LGBT rights, hate speech and racial stereotyping. The shop has also waded into political waters before, but executives point out that this campaign only references a specific candidate because of the rhetoric - not because of the politics.