Situation

The tragic and senseless death of Breonna Taylor shook our country, sparking protests and demonstrations to bring awareness to policing and racial injustices. But even with pressure high, accountability was slow to follow.

That’s why AdQuick connected with Loralei HoJay on her petition through Change.org, the world’s largest petition platform, to raise awareness for the Justice for Breonna Taylor Act.

Action

Using AdQuick’s Crowdfunding solution, AdQuick and Loralei partnered for a crowd-funded campaign to raise money for strategic billboard placements across Kentucky. The intention was to ensure government, business, and law enforcement leaders saw that the American people stand with Breonna Taylor and her family.

AdQuick created the artwork and developed a media plan designed to maximize reach. The team prioritized Breonna’s hometown of Louisville first, while Lexington was selected based on the overall population of independent voters in the area.

Results

The goal of the campaign was to raise awareness, which worked twofold. The crowdfunding partnership garnered almost $80,000 –– enabling the team to launch 20 billboards across Louisville and Lexington. The billboard campaign delivered 20,182,571 total impressions. Geopath reporting showed it had over 95% reach In Lexington and 99.99% in Louisville, with frequencies of 15 and 19, respectively.

Loralei’s Change.org campaign collected 10 million signatures –– the second highest number of signatures in the website’s history. Ultimately, Loralei’s campaign helped hold elected politicians accountable, and, in June 2020, Louisville’s metro council passed “Breonna’s Law,” an ordinance passed unanimously to ban no-knock search warrants.

About Change.org

Change.org is the world’s largest social change platform with more than 225 million users in 196 countries. Change.org makes it possible for anyone to start a campaign and immediately mobilize hundreds of others locally or hundreds of thousands around the world, making governments and companies more responsive and accountable. Every day, people around the world use Change.org tools to transform their communities.