ACLU of Maryland: Say No to 287(g)

Wicomico County Council was considering signing a "Warrant Service Officer" agreement with ICE—a 287(g) agreement that would force local police officers to participate in federal immigration enforcement. The ACLU of Maryland needed to rapidly mobilize community opposition before the Council could act.

The challenge was threefold: demonstrate communication capabilities to elected officials, advance a narrative frame that connected immigrant rights to public safety for all residents, and drive concrete actions through the ACLU's action page.

287(g) agreements erode trust between immigrant communities and local law enforcement. When people are afraid to call 911 or report crimes, everyone becomes less safe. The campaign needed to make this connection clear to both decision-makers and the broader public.

We launched a high-visibility paid digital advertising campaign across Facebook and Instagram to reach County Council members, staff, the County Executive, and the broader Wicomico County community.

Creative Strategy:

• Produced an original 90-second video ad featuring over a dozen community activists speaking directly to their Wicomico neighbors
• Developed multiple creative variants (static ads, video cuts) optimized for different placements across Meta's inventory
• Centered authentic community voices explaining why 287(g) agreements undermine public safety and community trust

Messaging Framework:

• Real public safety is built on trust between the community and institutions that serve it
• 287(g) agreements put families at risk and make people afraid to call 911 or report crimes
• Immigrant neighbors are part of the fabric of Wicomico—coworkers, classmates, friends
• Welcoming communities are stronger communities

Media Deployment:

• Targeted ads to Wicomico County residents with emphasis on reaching community leaders
• Drove traffic to ACLU action page for petition signatures and public comment submissions
• Continuously optimized for best performance throughout the flight

The campaign delivered significant reach and engagement in Wicomico County, demonstrating grassroots opposition to the 287(g) agreement and driving advocacy actions.

Campaign Performance:

• 60,000 people reached across Wicomico County
• 335,214 total impressions delivered across all ad formats
• 5.6x average frequency—each person reached saw the message multiple times

Creative Mix:

• Original produced video featuring 12+ community voices speaking to their neighbors
• Static image ads with rally photography and clear calls to action
• Reposted video content from local news outlet The Sun for additional credibility

Community Impact:

• Demonstrated to County Council the depth of community opposition
• Drove petition signatures and public comments through ACLU action page
• Amplified local organizing efforts with paid media reach
• Built visibility for the "Say No to 287(g)" message across the county