U.S. CITIZENSHIP AND IMMIGRATION SERVICES
Who I Am
Sensis Agency
CREATIVE DIRECTION, ART DIRECTION
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.
The Who I Am campaign was launched to raise awareness of the rights, responsibilities, and importance of US citizenship.
• 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%)
USCIS TV Spot
outdoor billboards
