The Law Offices of James Scott Farrin (JSF), North Carolina’s leading workers’ 
compensation and vehicle accident litigation firm, wanted to improve the company’s understanding of the cultural and emotional issues Hispanic personal injury victims face in selecting an attorney and slogging through the litigation process.
The Durham-based firm’s marketing director, David Chamberlin, commissioned The Bloodhound Group to develop a culturally relevant value proposition for the JSF brand and a television campaign to introduce it to the target audience.
North Carolina has a rapidly growing population of Hispanic immigrants from Mexico, Central and South America and the Caribbean, many of whom are unfamiliar with the U.S. justice system. Often these individuals don’t know what to do if they become accident victims—or that they have legal rights, even if they happen to be undocumented.
The BHG team interviewed Hispanic members of the firm’s staff as well as current and former Hispanic clients to identify common concerns. Using these findings, BHG created a strategy focused on demonstrating the JSF Hispanic team has the experience, knowledge, empathy and resources to get their clients the medical attention and monetary compensation they deserve, regardless of migratory status. The agency developed a tagline to capture the JSF spirit and pay off the strategy: Somos Tú Fortaleza, Spanish for “We are Your Strength!”
With this as a solid foundation, BHG conceived, developed and produced an emotionally engaging 15-spot television package, employing a problem-solution style to dramatize situations inspired by real-life cases. The scenarios demonstrate how JSF’s highly experienced Spanish-speaking team prevails on behalf of their Hispanic clients, underscoring that neither the client’s migratory nor financial status matters.
Airing since September 2020, JSF’s Somos tu fortaleza campaign is enjoying a 12-month run on Telemundo and Univision, North Carolina’s major Hispanic TV stations. The new spots are providing the state’s Hispanic community the peace of mind that comes from knowing should they ever suffer a work- or vehicle-related injury, they can find a powerful ally, advocate and champion in the Law Offices of James Scott Farrin.