About This Project
Summary
CA vs Hate is one of the nation’s first statewide, multilingual systems for reporting hate and providing a safe, anonymous way to get support. TaskForce partnered with the CA Civil Rights Department to lead CA vs Hate’s marketing & outreach. We amplified visibility at key cultural moments, from sports games to a statewide Pride Tour. By pairing always-on media campaigns with high-visibility partnerships, we delivered vital resources to communities across CA where they live, gather, and connect.
Goals & Objectives
Our goal was to make CA vs Hate visible and accessible across California, while building trust across the state’s diverse population. We sought to raise awareness, increase reporting of hate incidents, and strengthen community solidarity, while connecting people to critical resources.
Results & Impact
Since 2023, our campaign has aided in 2,000+reports of hate to the CA vs Hate system, and the campaign shareable content has earned 81M+ views. The Pride Tour reached 1.4M attendees across 12 cities w/ 3.8M earned media impressions. IRL activations with the SF Giants and Oakland Roots reached 8,000.
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