Campaigns that connect to our collective struggles, emotions, and dreams make people stop, listen, and react. Elevation’s ability to transform research-based insights into compelling campaigns is seen in our work on the No Mas Cruces en la Frontera (No more crossings/crosses on the Border (NMC) campaign for the U.S. Border Patrol.
What began with weeks in various parts of Mexico, doing anthropological research, led to an award-winning and internationally revered campaign filled with the honest emotions of the human plight. From memorable PSA’s to the creation of the renowned and stirring Migracorridos, or folk songs, that told the heart-wrenching immigrant story and which gained substantial free airplay throughout Mexico – two songs were even nominated for Mexico’s grammy’s.
Most recently, as the Southwestern border crisis escalated, Elevation responded with a turnkey solution for DHS and CBP to address nuances of the crisis and its expanded markets. The release of “La Bestia” – an outgrowth of the Migracorridos strategy – hit number one on the charts. The NMC campaign has proven to be adaptable, iconic and effective even now, 10 years after its launch.