Leveraging Digital Solutions To Drive Change: The Lejeune Justice Campaign

Summary

Our client, Lejeune Justice, is a coalition of VSOs, active military and civilians who have come together to fight for justice on behalf of the victims of the water contamination at Camp Lejeune. They reached out to Tactica looking for a way to spread awareness and build support among politicians in the U.S. government for the Camp Lejeune Justice Act through digital marketing strategies.

Goal

The main goal of the project was to increase awareness among all affected by contaminated water at Camp Lejeune, the media, and senators and congressmen in the U.S. government. Ultimately, the goal of this campaign was to pass the Camp Lejeune Justice Act, a bipartisan bill that would ensure that those exposed to toxic chemicals, including servicemembers, Marine dependents, civil servants, and contractors, can receive their day in court.

Challenge

Before joining forces with Tactica, Lejeune Justice faces challenges creating a comprehensive digital marketing campaign that could cost-effectively reach as many people as possible.

1. Lack of visibility and awareness for their campaign, limiting engagement and outreach.

2. Struggling to reach the target demographics through traditional marketing strategies.

3. Difficulty in creating content that resonated with those affected by the water contamination at Camp Lejeune.

Our Strategy

During the ideation of the Lejeune Justice awareness campaign. we decided that the strategy we use remains fully digital, so that we can maximize reach and engagement as cost-effectively as possible. We knew we needed to find a way so that at least half of the U.S. knew about Lejeune Justice and the harmful physical and emotional impact it had to millions of people. 

To achieve this, we leveraged a number of digital marketing instruments, including influencer marketing, social media content (viral content creation), ads in any possible digital platform, geotargetting, email outreach, SEO, and content marketing -  to build an effective digital presence for the Lejeune Justice campaign. This way we could target our audience with personalized messages on a variety of platforms online. Additionally, we utilized our extensive experience in digital marketing to ensure maximum visibility while staying within budget parameters.

Activities

We created multiple social media accounts across various platforms such as Facebook, Twitter, YouTube and Instagram to create content showcasing the stories of those impacted by the water contamination at Camp Lejeune and highlight their struggle for justice and recognition from the U.S Government. 

We also ran targeted and retargeted ad campaigns utilizing demographic data collected from our research to maximize cost-effectiveness and reach out appropriate audiences efficiently. 

By leveraging SEO and content marketing, we ensured that organic search traffic was driven to our landing pages as well as improving overall online visibility for campaign related keywords associated with this issue on Google and other search engines. 

Furthermore, we designed automated email campaigns that were segmented into different categories depending on various parameters such as location or interest in order to further increase engagement rates within our audience base while simultaneously collecting valuable feedback which was then used to refine existing strategies or develop new ones accordingly.

Results

In September 2022, Joe Biden signed the Camp Lejeune Justice Act - now known as Our PACT act.

Section 804 of the PACT Act, known as the Camp Lejeune Justice Act, authorizes veterans and military families who were exposed to toxic water at Camp Lejeune to file a federal tort claim for harm caused by such exposure.