Today, we find ourselves fighting back against a powerful, multipronged assault on diversity, equity and inclusion. Opponents of DEI seek to and restrict pathways to success for all Americans in an attempt to re-establish a narrow and exclusionary vision of our nation. In 2024, Stacey Abrams founded American Pride Rises (APR) to defend DEI. APR first partnered with Fenton in the summer of 2024 to provide strategic communications, digital and creative services for the launch of the organization. Fenton continues to be APR’s agency-of-record, executing integrated communications strategies to advocate that all Americans have access to opportunity and the American Dream, regardless of where they come from or what they look like.

Fenton conducted a robust research and discovery process to understand the state-of-play of diversity, equity and inclusion, and how APR can become a much-needed leader in the space. Once aligned on the path forward, Fenton prepared messaging content and pitched media, updated the website, created and executed an advertising strategy, created toolkits for partners and advocates, developed an influencer strategy and social media content, and produced a series of campaign videos to announce the launch of APR and articulate the work ahead.

American Pride Rises successfully launched with op-eds placed in USA Today and The Guardian. Through content creator and influencer work, Fenton reached an audience of 1,432,141 people and garnered an engagement rate of 9.84 percent, which is four times the industry average. Fenton’s comprehensive advertising campaign generated a total of 63,035,484 impressions. To support the advertisements, Fenton captured a suite of authentic stories to feature real people defending and championing DEI.  As part of that work, Fenton created a two minute hero video “Our Stories Unite Us” and a suite of advertising and social media clips that garnered 8,208,902 impressions on 11 cable television spots.