MAINE LAWYERS FOR THE RULE OF LAW
In just four weeks, an idea became a statewide platform for action.
In early 2025, a steering committee of Maine attorneys came to us with an urgent challenge: build an organization, a brand, and a statewide mobilization campaign around a timely opportunity to defend the rule of law. With no existing organization or audience, fluent imc helped establish the foundation from the ground up, creating the brand, website, communications strategy, and campaign materials needed to bring Maine’s legal community together. At the center of the effort was a carefully crafted, nonpartisan declaration designed to give attorneys across the ideological spectrum a reason to participate.
700+ attorneys from more than 100 Maine law firms came together to support the rule of law.
Execution
We initially designed and launched a central website, maineruleoflaw.org, in just four weeks. The site featured the full declaration text, an online signing tool for statewide participation and an email signup to grow the organization's list from zero. Communications materials spanned paid, earned, shared, and owned channels, all developed while the organization was still taking shape.
Public Relations
Coverage included Maine Public Radio, the Portland Press Herald, Maine Morning Star, WGME CBS 13, WPFO Fox 23, WGAN Radio, NewsCenter Maine, and the Bangor Daily News. Governor Mills' remarks were published on maine.gov. The campaign was syndicated nationally through Yahoo News and NewsBreak.
Two public events anchored the campaign and gave it visibility far beyond the legal community. A Law Day rally at Lincoln Park in Portland drew more than 120 attendees on May 1, 2025. Five months later, we helped produce a major public forum at USM's Hannaford Hall featuring Harvard Law Professor Noah Feldman, introduced by Governor Janet Mills, and co-sponsored by 11 organizations. A YouTube livestream extended the event's reach well beyond the in-person audience and across the state.
700+
Attorneys Signed
11
Placements Across 7 Maine Outlets
1,000+
Forum Attendees + 968 Livestream Viewers
6M+
Total Earned Media Reach
Results
The campaign significantly exceeded its signature goal. More than 700 Maine attorneys signed the public declaration (approximately 19% of the state's active bar, or nearly one in five) with participation from more than 100 law firms statewide.
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The USM forum drew 500 attendees in person, with an additional 968 viewers via YouTube livestream. Earned media coverage spanned television, radio, print, and digital, 11 total placements across 7 Maine outlets with national syndication reaching an estimated 6 million people.