HEAR OUR VOICE
The Brief
LOMA serves as communications partner for MMIP San Diego, a coalition of Tribal Nations and advocates supported by the state of California. Our ongoing mission is to help confront the crisis of Missing and Murdered Indigenous People throughout a region that has the most federally recognized Tribes in the nation.
The Client
Jamul Indian Village of California, a member of the Kumeyaay Nation. Other coalition members include the Campo, Manzanita and Sycuan Bands of the Kumeyaay Nation, Pala and San Pasqual Bands of Mission Indians, La Jolla and Rincon Bands of Luiseño Indians, the Los Coyotes Band of Cahuilla and Cupeño Indians and the Stronghearted Native Woman’s Coalition.
The Challenge
All across the United States, Indigenous people go missing or are murdered at alarming rates that far exceed the national average. Many of these cases remain unsolved; many more go unreported.
San Diego County, home to the largest concentration of Tribal Nations in the United States, endures this crisis directly. Sovereign Tribal governments and the state of California recognized the urgent need for a coordinated, culturally sensitive outreach initiative that would elevate public awareness, strengthen collaboration with law enforcement agencies, provide accessible resources for at-risk individuals and help families navigate missing persons cases.
The Approach
The launch of MMIP San Diego combined culturally grounded storytelling with high profile public outreach to ensure that Indigenous voices were visible across digital, community and traditional media platforms.
Creative tactics featured actual members of the founding Tribal Nations to emphasize authenticity and underscore that MMIP affects real families and communities.
A Digital Resource Center, complemented by a proactive social media presence, became a dual platform for sharing and amplifying critical information about missing Indigenous persons and mobilizing the public in the hope of safely locating them.
Extensive video narratives of community events, personal stories and educational programs have proved key in increasing awareness, enlisting additional resources and boosting growth.
Measurable Results
MMIP San Diego is now driving collaboration, education and prevention efforts across the region, and beyond. Recognized as a national model for similar efforts, the Tribal Coalition has more than doubled in size during its first year.
Following an initial 8-week awareness campaign that generated 16+ million impressions, industry search queries soon ranked MMIPSD.org as the highest-authority MMIP resource in California.
The American Marketing Association has honored MMIPSD with its Gold Award for regional excellence in DEI communications.
The Takeaway
Every project is about results. But when lives are saved and communities strengthened, the successful outcome means so much more. All of us at LOMA are proud to have helped launch, position and grow a dedicated coalition that delivers tangible impact every day.
“We deeply appreciate LOMA’s vital support in combating the MMIP crisis!”
–Chairwoman, Jamul Village of California
