Legal Equalizer
App Aims To Fight Racial Profiling By Police and Save Lives
The situation:
In 2014, not long after the killing of Michael Brown in Ferguson, Mo., Mbye Njie decided he’d had enough. He’d just been pulled over by a police officer for the third time in one month and mistakenly informed there was a warrant out for his arrest. The experience convinced him to build an app that could help people in emergency situations, such as encounters with law enforcement or immigration authorities, providing a way to contact loved ones, recording what was happening, and more. Called Legal Equalizer, he formed a company with the same name the next year to sell it. Njie also is part of the new, three-month Cox Enterprises Social Impact Accelerator powered by Techstars class. Last summer, after protests over the killing of George Floyd and the systemic racism it highlighted, the Atlanta-based program, which is virtual, shifted its focus to startups addressing social justice and systemic racism issues.
The execution:
While the app had launched and the reputation of how impactful this platform could be, Mbye needed to step up his efforts with serious PR and social media work. Lippe Taylor partnered closely with him to revamp his strategy, get more media attention and revamp his social presence through powerful content campaigns and ongoing content. We also updated the visual direction of the app for higher engagement.
