Introduction
Since 2007, Alliance San Diego has worked with diverse communities to build collective power and create a more inclusive democracy. From hosting leadership development series to spearheading efforts to bring accountability to law enforcement via the landmark case of Anastasio Hernández Rojas, the organization is dedicated to protecting human rights.
Our Objectives
In 2023, Mixte partnered with Alliance San Diego to develop a binational campaign to pressure the United States to adopt international use-of-force standards for law enforcement. The campaign centered around the concept of human dignity and featured partners in Mexico and the United States. Together, we created the Start With Dignity campaign to elevate the concept of human dignity, and urge the U.S. to make a formal pledge to protect human rights for all. For centuries, The U.S. has ignored international use-of-force standards for law enforcement. This has stripped communities from their dignity and resulted in the violation of their most basic human rights.
Here’s how we did it:
- Developed creative campaign strategy and tactics
- Created campaign messaging framework
- Designed campaign creative, name, logo and visual identity
- Developed campaign website design and content
- Created social media toolkit for client and partners to help get the word out
- Created PR plan to leverage local media in sharing stories
The Outcome
Mixte successfully created a strategic plan, messaging framework, and branding items for Alliance San Diego to launch the campaign in Mexico and the U.S. The campaign acts as an evergreen initiative for Alliance San Diego to focus and streamline their efforts in protecting human dignity at the United Nations. Specifically, the campaign launched a call for dignity leading up to the 75th anniversary of the Universal Declaration on December 10, 2023 — providing the client with a cohesive, powerful platform to urge the U.S. to fulfill its promise by pledging to fully protect human rights.
