Alma Migrante

Alma Migrante (A.M), A.C. is a non-profit organization in Tijuana, Baja California, Mexico offering legal defense with the community of migrant rights defenders to guarantee migrants have access to justice against the abuse of power by national authorities in our region.

Video Production

The Brief:

Alma Migrante set out to launch a marketing campaign that showcased the the personal stories of migrant defenders but also delving into the deeper reasons behind their unwavering commitment to human rights. This initiative was designed to amplify Alma Migrante’s core mission—advancing human rights and social justice, with a special focus on marginalized communities.

The Solution:

Recognizing the immense power of video content to captivate and engage audiences, I envisioned a digital storytelling series where I could interview over 20 migrant defenders. I wanted to create something authentic and personal, allowing these defenders to share their unique stories in a setting that felt familiar and meaningful to them.
Before launching the full series, I decided to build anticipation by creating a teaser that would showcase the project’s essence and purpose. This collective effort resulted in content that not only introduced the series but also highlighted Alma Migrante’s broader mission—fighting for human rights and social justice.
In total, over 20 mini-videos were produced, each crafted to resonate deeply with the target audience. These videos offered a window into the personal journeys and struggles of the defenders, while bringing to light the urgent social justice challenges faced by marginalized communities.

The Results:

In just three days, the social media content generated the same volume of impressions that Alma Migrante would typically receive over the course of an entire month. The impact was immediate and substantial. Video views across platforms saw a dramatic increase, driving a threefold surge in traffic to both their website and social media channels. This spike in engagement not only helped raise awareness of Alma Migrante's mission but also significantly expanded their reach, allowing them to connect with a broader audience and amplify the stories of migrant defenders in ways they hadn't before.
This series was showcased in " El Centro Cultural " also known as the CeCut in Tijuana, Mexico bringing over 20,000 views on the live stream.