Freedom Forum, Ludwig+ Promote First Amendment


Freedom Forum
launched “Brought to You by the First Amendment,” an ad campaign raising awareness for the its key freedoms.

The creative is by the Ludwig+ agency.

The cross-platform campaign by the First Amendment advocate includes TV, digital, influencer content and strategic partnerships. In addition, the Florida Association of Broadcasts will air a collection of “First Amendment” ads on TV, radio and digital platforms in major media markets in Florida from October 2024 to March 2025.

The campaign launched with an 85-second anchor spot set to Jon Batiste’s “Freedom” and a voiceover from the Rev. Dr. William J. Barber II. That spot also has 15- and 30-second clips running via CTV, YouTube and social. Several paid social ads run on Meta, X and TikTok. 

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Additional creative will be released next week.

“The goal of the ‘Brought to You by the First Amendment’ campaign is to ignite a growing appreciation for the First Amendment by creatively illustrating how it applies to Americans’ everyday lives,” said Doug Neil, chief digital officer at Freedom Forum.

While about 93% of Americans say the First Amendment is vital, a declining share feel that all five First Amendment freedoms hold equal value. Today, one-third (34%) of the country says all are equally essential, down from 41% four years ago, according to a Freedom Forum report. On the upside: an increasing number of Americans (63%) believe the First Amendment should not be changed.

The campaign, which began with a takeover of USA Today’s homepage, dovetails with the nonpartisan Free Speech Week that runs through Oct. 27.

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