Reaching New Audiences Through Features: Industry Recognition for Elevating Voices + Challenging Stigmas
This effort was on behalf of Lutheran Social Services of the National Capital Area (LSSNCA), which provided resettlement services to the largest number of Afghan allies on the East Coast. LSSNCA is a human services and immigration relief and refugee welcome agency, that has accompanied those in need throughout Maryland, Virginia, and Washington, D.C. since 1917 to foster resiliency, self-sufficiency, and access to opportunities.
At 10F Communications, we believe story sharing is one of the most powerful tools to inform, elevate, and drive action. This campaign exemplified our core approach: using communications to humanize complex issues, challenge harmful stigmas, and ensure that voices too often left out of the conversation are seen, heard, and respected.
THE CHALLENGE
Two years after the fall of Kabul, Afghanistan, as more than 160,000 Afghan allies began rebuilding their lives in the United States - and tens of thousands more remained in limbo around the world - there was an urgent need to spotlight their experiences with calls to action for policy change and support.
In a crowded news cycle, these stories were at risk of being overlooked or oversimplified. LSSNCA wanted to spotlight Afghan experiences with dignity, nuance, and urgency - humanizing the long road of resettlement while honoring both the struggles and the strengths of our new neighbors.
THE APPROACH
We focused on uplifting lived experiences thatresonated with both veteran and broader communities, pitching to local and national press to bring authentic narratives to the forefront through earned media, social amplification, and partner engagement.
WHAT WE DID
RELATABLE EXPERIENCES
Shared real stories of Afghan families, foster parents, and resettled allies working in service of others - often in the same organizations and systems that once welcomed them. We also pitched op-eds, underscoring the importance of first-person story sharing.
AUDIENCE-ALIGNED PITCHING
Focused on highlighting and tapping into community bonds, while also tailoring outreach to reach a wider audience, and pitched to local, national, military, and lifestyle outlets.
MEDIA ENGAGEMENT
Built new journalist relationships, provided background, particiapted in interviews (on- and off-record), and supported reporters in delivering nuanced, informed coverage.
TIMELY, STRATEGIC TOUCHPOINTS
Leveraged key dates like Father’s Day to tell powerful stories, such as a U.S. veteran and his wife fostering an unaccompanied Afghan child.
CROSS-CHANNEL AMPLIFICATION
Supported earned media efforts with timely social content, blogs, and newsletters to broaden reach and promote message consistency.
THE IMPACT
Secured placements, with syndication, in national and international media outlets including Reuters, NPR, and Stars & Stripes. A feature in Military Times also sparked interest from CBS for a documentary.
Challenged stigmas with a focus on mental health struggles of allies and veterans in military publications. There was also ongoing interest for mental health support stories from The Washington Post and other outlets.
Generated positive feedback, interest, and support from readers, including job offers and donations.
Amplified myriad Afghan allies' voices to a broader audience, showing refugees and those with Temporary Protected Status (TPS) aren't a monolith, and driving meaningful conversations on immigration reform.
Named PR Daily 2024 Nonprofit Communications Awards Finalist with Honorable Mention for Advocacy or Awareness Campaigns.
“A bipartisan coalition of U.S. lawmakers, veterans and advocates are pushing for Congress to create a direct path to permanent residence and eventual citizenship for Afghans under a bill known as the Afghan Adjustment Act.” - Reuters
This campaign showed the power of story-first advocacy and real-time-driven communications. By focusing on connection over clickbait, we helped a vital mission cut through the noise - and kept the spotlight where it belonged: on the people, while reminding the public of our shared responsibility to those who served alongside us.
“Jenn’s skills and experience were instrumental in guiding Lutheran Social Services of the National Capital Area (LSSNCA)’s communication and advocacy strategy following the seizure of Afghanistan to the Taliban in 2021. … She cultivated important relationships with elected officials, positioning LSSNCA as a trusted expert on the implications of policies impacting these communities.”
