HOW WE HELPED NILC STEP OUT OF THE SHADOWS.

The Challenge

Vital work. Invisible brand.

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.

The Solution

A voice that matched the mission.

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 activated national campaigns that strategically reached undecided voters, skeptical workers, and grassroots allies.

Our paid media campaigns outperformed industry benchmarks by up to 2,000%, while our research-driven content strategy helped NILC own more of the conversation across platforms. In just a few months, their messaging reached over 15 million people, they logged more than 187 days' worth of YouTube watch time, and they transformed from a quiet force behind the scenes to a recognised leader in the immigration rights movement.