How we helped NILC step out of the shadows

The challenge

For years, the National Immigration Law Center (NILC) had been making a real impact, winning court cases, advocating for immigrant communities, and shaping national policy, but almost no one knew their name. While other organisations grabbed headlines, NILC stayed behind the scenes. They came to Squishy Little Agency with a clear challenge: help them step into the spotlight without losing their authenticity.

What we did

We built a full-scale communications strategy designed to raise their visibility, deepen engagement, and reframe the national conversation around immigration. We started by producing a series of short, high-impact explainer videos tied to the top immigration-related Google searches, making NILC the go-to source for people seeking real answers. We launched the "Freedom to Thrive" campaign, a cinematic, story-led video series built to stir emotion and shift narratives. We collaborated with influencers like Amanda Cerny, who alone generated over 5.9 million views, and we activated national campaigns that strategically reached undecided voters, skeptical workers, and grassroots allies. Our paid media campaigns outperformed industry benchmarks by up to 2000 percent, while our research-driven content strategy helped NILC own more of the conversation across platforms.