Migration Awareness Campaign
U.S. Department of State | Public Awareness Digital Campaign
Media Global Group • 2021 – 2022
A multi-market digital campaign developed by Media Global Group for the U.S. Department of State, targeting migrant communities from Mexico, Guatemala, Honduras, and El Salvador living in the United States.
The campaign used localized video assets and seasonal messaging during Christmas and New Year to encourage return migration, reinforce family and community ties, and promote informed migration-related decisions.
Campaign Context
Migration-related messaging requires a careful balance of cultural sensitivity, clarity, and emotional relevance.
This campaign focused on reaching migrant communities in the U.S. with strong ties to Mexico and Central America, especially during the holiday season when themes of family, home, and belonging are especially meaningful.
The creative approach centered on encouraging audiences to reconnect with their home countries and reconsider future irregular migration decisions.
The Objective
The campaign aimed to deliver targeted public awareness messaging that encouraged migrant communities to return home during the holiday season, remain close to their families and communities, and make safer, more informed migration decisions.
Target Audience
The campaign targeted Spanish-speaking migrant communities from Mexico, Guatemala, Honduras, and El Salvador living in the United States.
The messaging was designed for audiences with strong family, cultural, and emotional ties to their countries of origin, using seasonal moments like Christmas and New Year to create relevance and resonance.
Campaign Execution
The campaign was executed across paid digital channels using a mix of short-form and mid-length video formats optimized for awareness, reach, and platform-specific engagement.
Creative Showcase
Selected campaign assets are shown below to demonstrate the platform mix, market adaptations, and seasonal creative strategy.
Honduras DV360 Pre-roll | 6 sec | Christmas
Honduras Facebook Stories | 15 sec | New Year
El Salvador Facebook Feed | 6 sec | Christmas
Honduras DV360 Pre-roll | 15 sec | New Year
El Salvador Facebook Stories | 15 sec | Christmas
El Salvador Facebook Feed | 15 sec | New Year
My Role
Campaign Performance & Reporting Support
My role supported the campaign’s reporting, performance tracking, and quality assurance process.
I assisted with weekly reports, updated KPI data in Excel, reviewed campaign assets, and helped ensure that country-specific language and terminology aligned with the corresponding market.
Performance & Reporting
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Updated campaign KPIs in Excel
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Assisted with weekly performance reports
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Organized data for internal reporting
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Supported campaign monitoring across platforms
Quality & Localization Support
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Reviewed creative assets for accuracy
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Checked that country-specific language aligned with the correct market
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Helped ensure messaging remained culturally appropriate
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Supported internal coordination during campaign execution
Results & Impact
While exact campaign results are not included due to confidentiality, the campaign supported a coordinated public awareness effort across multiple Hispanic and Central American migrant communities in the United States.
Final Takeaway
This project gave me exposure to the execution and reporting process behind a large-scale public awareness campaign for a government client.
It strengthened my understanding of paid media reporting, KPI tracking, campaign localization, and the importance of accuracy when working with culturally sensitive messaging.
It also showed me how digital campaigns can combine performance strategy, audience segmentation, and emotional storytelling to support broader communication goals.
Note: My role in this campaign was limited to reporting, KPI tracking, asset review, and localization support.
Creative production and media strategy were led by Media Global Group’s internal teams.