U.S. Department of Homeland Security (DHS)
Developing Strategies to Inform, Educate, and Engage the Public
DHS safeguards the nation from various threats, including terrorism, cybersecurity risks, and natural disasters. It coordinates efforts to enhance security, manage immigration, and ensure resilience, while also responding to and recovering from emergencies to protect American lives and infrastructure.
Learn more about our DHS Clients:
Engaging the public to play an active role in keeping America safe with the “If You See Something, Say Something®” Campaign.
Promoting the sharing of information across the government with the National Information Exchange Model (NIEM).
Raising awareness on the signs of human trafficking and how to take action with the Blue Campaign.
“If You See Something, Say Something®” Campaign
LMD worked with DHS for more than a decade on this campaign to engage the public in playing an active role in keeping America safe. We created, implemented, and monitored a national, integrated outreach campaign that included PSAs, media across multiple channels, a national awareness day event, and a partnership program.
How Communities Play a Role in Keeping Our Country Safe
The campaign strategy was twofold: emphasize individual responsibility in reporting suspicious activity, and highlight communal safety through collaboration among citizens, businesses, law enforcement, and officials. “Why I See Say” was launched in 2018, motivating citizens through interactive messaging. Outreach included diverse channels like print, radio, TV, digital media, and partnerships with sports leagues and academia.
Accomplishments
National Information Exchange Model (NIEM)
LMD teamed with the NIEM Program Management Office (PMO) to develop the NIEM brand and implement strategies to increase awareness of and participation in NIEM among government and industry audiences.
Promoting the Seamless Sharing of Information Across the Government
LMD conducted stakeholder research to inform the development of a new brand for the program that symbolized government collaboration through technological innovation. To communicate the brand, we developed and implemented NIEM’s outreach strategy, collateral materials, and website, providing ongoing comprehensive communications, design, content, training, and outreach support. Additionally, we simplified complex concepts through fact sheets, website content, success stories, and videos.
Accomplishments
The Blue Campaign to End Human Trafficking
LMD was tasked with developing a national campaign to raise awareness of human trafficking, particularly among vulnerable populations; educate the public on the signs and symptoms of trafficking; and inform people on what they can do to help end this devastating crime.
Shining a Light On Modern Day Slavery
LMD developed a data-driven national communication strategy employing PSAs, social media, and partnerships to combat human trafficking. We conducted in-depth research, diving into published research, speaking with subject matter experts, and interviewing trafficking survivors. Our evidence-based approach amplified awareness and encouraged action against this widespread issue. The campaign highlighted trafficking indicators and encouraged reporting to law enforcement. National media placements, gas pump toppers along trafficking-prone routes, airport dioramas, and a strong online presence increased the campaign’s reach.
