American Civil Liberties Union
CW: Elizabeth Mendoza | AD: Christine Camarillo | CD: Sean LaBounty
Best in Show in Final Critique
Brand: Allowing everyone the right to speak, learn, and exist? It’s a full-time job. And that’s where the American Civil Liberties Union (ACLU) comes in. They are here to fight anyone who tries to infringe on anyone’s right to read whatever book they want, learn about real history, and protest. You may not like it, you may not agree with it, but that’s not the point.
Insight: There has been a constant battle over what books should be allowed in school libraries throughout the U.S. The ACLU fights against this censorship and believes all stories deserve the chance to be told.
Solution: We want to mirror the experience of Prohibition, when alcohol was prohibited, and create a speakeasy for books called Booklegs.
Case Study Video
“Bookleg” Storefronts
The “booklegs” would be positioned throughout cities where the most books are contested. They would be placed inside normal-looking storefronts and the hint would be in the name. Each would have a tie to a banned book.
Starr is the lead character in the previously banned book, “The Hate You Give” by Angie Thomas.
Oceania is the fictional state in the controversial book, “1984” by George Orwell.
Interior of a “bookleg.”
Hidden Website Page
Out Of Home Ads
Radio Spots
Experiential
We’ll partner with the Book Of The Month Club and BookTok influencers to send an empty box with no book. The influencers will do an unboxing video, discuss why the book is banned, and talk about the “Booklegs.” The influencers will supply a code that allows viewers to visit the website and choose from a list of banned books to be sent to them.
At bookstores, we will cover up book displays that have banned books and have a QR code that goes to the hidden ACLU website with the location of the “booklegs.”
