SCOTUS Case Communications Strategy

Organization / Role
ACLU / Communications Strategist

The Results

Generated nationwide coverage across major outlets including WashingtonPost, AP, NPR, and Good Morning America

Reached 1115.6M+ people through press coverage

2x increased social engagement on case-specific social content

Legal Victory: The Supreme Court ruled 8-1 in favor of the student, reaffirming students' rights to free expression outside school contexts and establihing precedent protecting student speech rights nationwide.

2.4B impressions gained from press coverage

The Impact

Overview 

As a Communications Strategist at the ACLU, I led the communications strategy for a landmark First Amendment Supreme Court case representing a high school student punished for off-campus speech. The case, B.L. v Mahanoy, established crucial precedent protecting students' free speech rights nationwide.

The Challenge

When a high school student (B.L.) was removed from her cheerleading squad for posting a Snapchat expressing frustration ("fuck school fuck softball fuck cheer fuck everything") over a weekend and outside of school grounds, the ACLU took on her case as a critical First Amendment issue. Our challenge was to:
  • Build public support for B.L.'s position and the ACLU's argument in the case while maintaining her dignity as a 17-year-old thrust into the national spotlight 
  • Create compelling narratives around the case that would resonate with diverse audiences, from legal experts to high school students
  • Position the ACLU as the leading defender of free speech rights, particularly for young people

Strategic Approach

Messaging + Narrative Development
  • Translated complex legal messaging into an accessible, impactful narrative about students’ free speech rights and students' constitutional right to express themselves
  • Developed messaging frameworks and narratives showing how the case would impact all students
  • Created tiered messaging for different audience segments, including legal professionals, parents and students
Media & Press Strategy
  • Media-trained the 17-year-old client (B.L.) and her father for high-profile interviews
  • Developed comprehensive talking points and Q&A documents for ACLU spokespeople
  • Created press releases and press kits with background materials making complex legal arguments accessible
  • Developed press outreach plan targeting SCOTUS/legal reporters, education reporters, national and youth-focused outlets 

Omni-Channel Content Strategy & Cross-Functional Leadership
  • Led development of educational content explaining the case significance across ACLU platforms
  • Guided development of engaging social media assets translating legal concepts for general audiences
  • Developed an integrated content plan and timeline aligned with case milestones
  • Orchestrated collaboration between social media, design, multimedia, and legal teams
Dana Singer / ACLU