Founded in 1878, The American Bar Association is the largest voluntary membership association of lawyers and legal professionals in the world. To attract new members, grow excitement with its current base and drive awareness for the profession as a whole, ABA partnered with 50,000feet to develop a comprehensive video campaign highlighting the organization’s mission and brand pillars.
The ABA offers exclusive continuing education, benefits, services and group networking opportunities to its members, while also helping to set the standard for law school accreditation, model ethics codes and more. To bring awareness to what the organization stands for and the true value of a membership, the ABA needed a cohesive, brand-led video campaign that covered each of its essential focuses.
50,000feet’s “For All” campaign introduces ABA’s brand ethos of working to defend liberty and pursue justice for everyone, starting with an overarching platform video followed by four pillar videos showcasing ABA’s core commitments: serving members, advocating for the legal profession, eliminating bias and enhancing diversity and advancing the rule of law across the U.S. and around the world. The series highlights the key drivers behind the organization’s purpose and resulting impact on society, inviting a new generation of changemakers to take part.
The initial launch video has garnered almost 900k views on the ABA’s YouTube channel. The ABA’s website and social media channels will feature the pillar videos and explainer content to tell ABA’s story in a digestible and modern format for prospective new members and other visitors.