Our Turkey Creek
Campaign Strategy, Marketing Collateral
Team: Dustin Renaud, EarthJustice; Aerial Adams, ACLU-MS
Residents of Turkey Creek and nearby areas on the Mississippi Gulf Coast have been battling against hazardous environmental threats imposed by the government for decades.
In 2019, the port authority sought a permit to construct a military installation adjacent to residential areas in the historically Black neighborhood. The permit was approved by state officials without community input or a complete analysis of potential environmental risks. To combat this proposed development, the ACLU of Mississippi and EarthJustice took the matter to the Mississippi Court of Appeals.
Our team partnered with EarthJustice to develop a comprehensive integrated communication and advocacy campaign to encourage community engagement and raise awareness about our case and the community's long history. The strategy aimed to simplify this complex legal case into a fundamental human message: everyone deserves the right to health and safety.
Typography
In typography selection, I sought a blend of tradition and innovation. The headline typeface, Railroad Gothic, evokes vintage charm, imbuing the design with a sense of history while maintaining dynamism. For subheadings, I selected Merriweather, a serif typeface with rounded curves that exude a friendly, approachable aura, to prevent the identity from appearing too stark. Rounding out the selection is GT America, a highly legible and versatile font ideal for printed materials, even at small sizes. These typefaces are complimented by hand-drawn type to add a personal touch.
Color Palette
Inspired by the natural beauty of Turkey Creek and insights from local stakeholders, the color palette harmonizes bright pops of lime, orange, and blue with a grounding forest green. These vibrant hues not only inject fresh energy into the design but also pay homage to the local Gulfport school district, fostering resonance with our audience.
Headline: Railroad Gothic
Subhead: Merriweather
Body: GT America
Campaign Strategy and Messaging
Our marketing team worked closely with leaders from EEECHO, a community organization and plaintiff in our case. After holding extensive meetings with community stakeholders, plaintiffs, and our legal team, we developed a cohesive communications guide, complete with developed messaging, talking points, and media outreach strategy.
Like many of our legal cases, this lawsuit was complicated on paper. However, our core messaging was simple: everyone should have the right to safety and health. By focusing on this central messaging and centering community leaders, we were able to bypass legal jargon to get right to the heart of the issue.