How our multimodal approach motivated primarily senior class members after 10+ years of litigation
Signal served as the court-appointed notice provider in the Lincoln Park Settlement (Walter Hinton, et al. v. City of Ft. Lauderdale, Case No: 07-30358 and Ray Adderley, et al. vs. City of Ft. Lauderdale, CACE-11008499), a class action affecting current and former residents of the Durrs neighborhood of Fort Lauderdale, Florida, whose health and property values were impacted by elevated levels of arsenic, dioxin, and other environmental contaminants emanating from the defunct Lincoln Park Incinerator.
Signal layered precision digital targeting methods with demographically targeted traditional media and a community canvass effort to effectively reach and motivate a class of people spanning decades of exposure who were potentially eligible for $750 property damage payments and free health screening services.
Facebook advertisements of the settlement targeting Durrs and the surrounding neighborhoods proved especially effective at raising awareness and driving participation from residents—whose neighbors had initially filed suit more than a decade prior.
Class members in Signal’s target audiences shared advertisements of the settlement with their Facebook networks nearly 500 times, exponentially expanding our reach per dollar spent.
In addition, nearly 100 potential claimants shared comments on the advertisements, evincing long histories of residence in the area and attendance at Lincoln Park Elementary.
To supplement the notice effort after the extension of the claims deadline, Signal worked with partners on the ground in Fort Lauderdale to design and hand-deliver over 400 notice and claims packets to Durrs residents and property owners who hadn’t yet filed claims.
