Breakthrough has developed multimedia and communications tools that promote human rights broadly, while also incorporating messages that promote the elimination of unfair immigration and racial profiling. The three principal initiatives through which Breakthrough accomplishes this are Restore Fairness, America 2049, and I Am This Land.
1) Restore Fairness
The Value Families Campaign developed 'Restore Fairness', a micro-campaign, to fight the steady erosion of basic human rights that characterized the decade following September 11th and has continued with the increased implementation of policies that discriminate on the basis of national origin, ethnicity, race, religion, and citizenship status. This trend is particularly relevant at the state level, where, without oversight, immigration enforcement continues to lead to the disproportionate targeting of communities of color.
Restore Fairness features short documentary videos, blog posts, and social media content at www.restorefairness.org. The campaign uses a human rights framework to reflect the ways recent immigration laws and enforcement policies, as well as racial profiling, disproportionately target communities based on religion, gender, class, citizenship, sexual orientation, age, or education (among other factors), and often lead to systemic discrimination. This campaign focuses on personal experiences as a catalyst for advocacy and community mobilization across the nation, and collaborates with strategic partners to explore movement and solidarity building initiatives, within and across communities, in support of human rights, fair immigration, and racial justice.
This year, through Restore Fairness, Breakthrough directed and produced three new documentary videos: CHECKPOINT NATION? Building Community Across Borders; DESERTED: The Human Rights Crisis On Our Soil; and MANSIMRAN. To date, Restore Fairness has reached more than 113,500 viewers - nearly doubling the number of views in the past year - through its designated website, social networks, shared-media spaces, and mainstream blogs.
Restore Fairness mobilizes constituencies around key issue areas while reaching a wide audience of individuals, educators, and partner organizations. Through robust outreach and dissemination strategies, including social networking and online engagement (Facebook, Twitter, and YouTube) this campaign engages diverse audiences to increase awareness and build broad-based support for fair immigration and racial justice.
2) America 2049:
America 2049 (www.america2049.com) is the first transmedia Facebook game to address issues of human rights, diversity, and democracy in the United States. Developed and produced by Breakthrough, the game, which is a fictional microcosm of the current social and political climate, challenges players to explore social norms, reframe dialogue, and build bridges between communities around key social justice issues in new and creative ways. Players assume fictional character roles to engage in a complex plot that highlights major human rights themes (e.g. migration, voting and constitutional rights, trafficking, LGBT rights, labor rights, racial profiling, and more) through videos, voiceovers, graphics, microsites, and social media.
America 2049 reached players throughout the world (Canada, UK, Indonesia, Australia, and France), and received considerable press coverage from mainstream media (TIME, MSNBC, Huffington Post, and Gawker); more than 250,000 retweets on Twitter; and more than 300,000 shares through Stumbleupon.com (a youth-oriented social search engine).
Breakthrough also collaborated with the International Sites of Conscience, a network of museums and cultural institutions throughout the country to present events, such as panel discussions, screenings, and tours, linked to the major themes of the game. To date, America 2049 has reached approximately 20,000 players, and more than 1,500 players have submitted posts to Breakthrough's discussion boards and others are commenting on its Facebook fan pages.
3) I Am This Land:
'I Am This Land' (www.iamthisland.org) evolved from a video contest into a creative storytelling project that empowers young people with tools, skills, and platforms to tell their personal stories, impact their world, and build bridges across cultures. Through strategic partnerships with organizations ranging from high schools to mainstream media/entertainment outlets, Breakthrough has engaged youth in a user-generated project that transforms these narratives to celebrate diversity and mobilize communities.