Take Back 21
Every year, 200,000+ young immigrants in America fear their 21st birthday because of an "aging out" policy that takes away their ability to stay in the US under their parents’ visas, even if they have lived here their whole lives.
Budweiser, the beer of America, wants to take back what it means to turn 21 and give Documented Dreamers something truly worth celebrating on their birthday – a visa.
BUDWEISER WANTS YOU HERE.
We don’t believe in giving up 21st birthdays to fear and uncertainty. So we’ve decided you don’t have to. Budweiser’s launching the Take Back 21 program, which includes clear educational and professional pathways to citizenship for Americans at risk of aging out.
PARTNERSHIPS IN ACTION
Our presence at our partner stadiums and venues is palpable, so we’re utilizing these partnerships to highlight our program right where consumers can see it in action. We don’t just want to support Documented Dreamers, we’re proudly doing so.
THE BUDWEISER BUTTERFLY CREST
The Budweiser crest lives at the core of the brand and is incredibly recognizable. So for this campaign, we recreated the Budweiser crest to pay homage to America’s Dreamers. The Monarch Butterfly, now the widely-recognized symbol of Dreamers, represents the dignity and resilience of migrants and the right that all living beings have to move freely.
THE TAKE BACK 21-PACK
We’re launching Budweiser’s limited edition 21-pack case of beer. To encourage consumers to be active supporters, we’ve built in an easy-tear tab with prepaid postage they can easily drop into a Budweiser-branded dropbox. Then, we’ll send it to their state’s representative demanding action on their behalf. Let’s flood their mailbox, let our voices be known, and end aging out forever.
Each purchase is a 100% donation to the Improve the Dream advocacy group, and to keep Budweiser fans connected to our mission once their beers are long gone, each box includes a limited edition Take Back 21 bottle opener, koozie, and bandana in the space typically used to hold three more beers in a standard 24-pack.
A MOVEMENT BY OURSELVES.
A FORCE WHEN WE’RE TOGETHER.
Change is made together. So we’re including all 500+ of Anhauser-Busch’s brands in helping to bring awareness to the mission. Each brand will share Budweiser’s post on a single day, bringing together their social communities in support of a common goal. Together we can take back what it means to turn 21.
✍🏽 Endia Turney