'‘Who I Am’'

How do you motivate legal permanent U.S. residents to finally become naturalized citizens? By showing how citizenship doesn’t negate your original cultural identity.

• 33.91% increase in unique website visits to USCIS.gov/citizenship
• 60.13% increase in downloads of the Naturalization Guide
• Average CTR of 0.86% (vs. projected 0.03-0.07%)

  • Role ACD, Copywriter
  • For U.S. Citizenship and Immigration Services
  • Type TV, OOH, Radio, Digital Display

“Who I Am” TV, Directed by Joe Scudiero for Cíbolo Films.

Motion graphics & editing by Otto Scheuren for Makiné Studios.

Audio design & mix by Felipe Valencia for Tono Studios.

All campaign tactics drove leads to get more information about the naturalization process and citizenship test via the USCIS website.

Poster series. Portrait photography by Bob D’Amico.

Born in Mexico.
Proud American.

When I first came to the U.S. with my wife and son, I brought my hopes and dreams for a better life. Since becoming a U.S. citizen, I’ve sponsored my parents and now they live with us here. I’ve also built a business, provided a home for my family, and ensured my son’s education. Now I know why this is called the land of opportunity. I’m living proof of it.

I chose opportunity. I chose to become a U.S. citizen.

Learn more about U.S. citizenship.
Visit www.uscis.gov/citizenship
or call 1-800-375-5283

Born in the Dominican Republic.
Proud American.

When I arrived in the United States, I admired the way Americans take actions to make a difference in their country. Since becoming a U.S. citizen, I participate in the community, write my congressman, and vote for president of the United States. When you belong to this country, you have a voice. As a U.S. citizen, I have the power and responsibility to shape the future of my country. I can make a difference as well.

I chose responsibility. I chose to become a U.S. citizen.

Learn more about U.S. citizenship.
Visit www.uscis.gov/citizenship
or call 1-800-375-5283

Born in Vietnam.
Proud American.

When I first came to the U.S., I realized this is a special place. While there are things I miss about Vietnam, the U.S. is now my home. Since becoming a U.S. citizen, I can travel with the freedom and security of a U.S. passport. No matter where I travel, I am always grateful to arrive home to my country, the United States.

I chose freedom. I chose to become a U.S. citizen.

Learn more about U.S. citizenship.
www.uscis.gov/citizenship
1-800-375-5283

Born in China (as the descendants of the Dragon).
Proud American (to be a U.S. citizen).

I was the first in my family to immigrate to the U.S. and become a U.S. citizen. I think it is important to get involved so I decided to run for public office. In this country, elected officials make decisions every day that affect our communities. Citizenship gives me an extraordinary sense of duty to my country.It feels great to make a difference.

I chose (to do my best to carry out my) responsibility. I chose to become a U.S. citizen.

Learn more about U.S. citizenship.
1-800-375-5283
uscis.gov/citizenship

Philippines Radio (English)

Audio design & mix for all radio spots by Felipe Valencia for Tono Studios.

Mexico Radio (Spanish)

Dominican Republic Radio (Spanish)

China Radio (Mandarin)

Vietnam Radio (Vietnamese)

Bus Shelters

OOH Billboards

Digital display and paid search drove straight to USCIS.gov/citizenship

“Start Your Path” TV (Spanish) Directed by Martín Silvestre Lobo for Cíbolo Films.

Motion graphics & editing by Otto Scheuren for Makiné Studios.

Audio design & mix by Felipe Valencia for Tono Studios.