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Know Your 4-5-6

The California Endowment and Ruder Finn
Know Your 4-5-6 by The California Endowment and Ruder Finn

credits

Title
  • Know Your 4-5-6
Entrant
  • The California Endowment and Ruder Finn

About This Project

Summary

This campaign educated all Californians, regardless of immigration status, about their constitutional rights with law enforcement, focusing on the 4th, 5th, and 6th Amendments. Launched in April and amplified during the June California protests, it used bilingual radio, Meta, TikTok, YouTube, and OTT to reach communities at a crucial time and in their everyday environments, empowering them to stay informed and protected.

Goals & Objectives

The campaign aimed to empower all Californians, especially Hispanics, activists, and philanthropists, with knowledge of their 4th, 5th, and 6th Amendment rights, helping them confidently navigate law enforcement encounters and protect themselves and their families.

Results & Impact

The campaign reached 7.5M users with 24.2M impressions and 15.5M video views, surpassing view and engagement benchmarks and delivering vital information statewide. Its compelling content drove a 13x increase in engagement during the June protests when timely legal education was crucial.

the team

Sarah Reyes
  • Chief Communications Officer
  • TCE
Karen Napoletano
  • Communications
  • TCE
Shanna Robalino-Ortiz
  • Director, RFStudio53
  • Ruder Finn
Suswana Chowdhury
  • Producer, RFStudio53
  • Ruder Finn
Zach Russo
  • Head of RFStudio53
  • Ruder Finn
Greg Chen
  • Art Director, Motion Designer
  • Ruder Finn
Stacey Edelstein
  • Creative Direction & Design
  • Raygun
Melanie Burchby
  • Writer
  • Raygun
Josue Baltezar
  • Illustration
  • Raygun
Laura McIntosh
  • Paid Media
  • M Entertainment
Rianjali
  • Producer/Lyricist
Devin Velez
  • Vocalist
Darian Dauchan
  • Background Vocal
Daveer Mohan
  • Mastering Engineer/Mixing Engineer