netflix /
intellectual property

The Insights

There are 11M undocumented immigrants living in the U.S. today, working and contributing to the U.S. economy. Yet they're so commonly discriminated against for ethnicity and race and denied citizenship, that they face immense hardship, displacement, doubt, poverty, destitution, danger and lack of resources. Without them, the U.S. wouldn't be successful. There needs to be a light shown on the critical issue nationally to make wide-scale monumental change.

The Brand Challenge

On the issue level, how can Netflix shed light on the divisive U.S. immigration system and the current challenges those 11M undocumented immigrants face? On the human level, how can Netflix reach those 11M undocumented immigrants currently living in the shadows and get them to trust and share their stories while they're fearing for their lives and navigating legal citizenship challenges?