Let's Get Free
CAMPAIGN
CAMPAIGN
CAMPAIGN
THE STATS
INCREASED MONTHLY DONORS:
+54%
Google Ranking Achieved (SEO):
Page 1
INCREASE IN WEBSITE VISITORS:
+167%
INCREASE IN INSTAGRAM FOLLOWERSHIP:
+47.2%
THE PROJECT
Going up against some of New York and Philadelphia’s best creative agencies, Tusko won the pitch to create a digital campaign, tackling life sentences within the American prison system.
Members of our team spent 5 weeks in Pennsylvania USA, working in the maximum-security prisons for women, while the team in the UK began laying out the campaign.
We were asked to devise a digital strategy which ended up including three mini documentaries, a content driven social campaign, web design, SEO, and PR. It should go without saying we want our work to have an impact. We focus on a number of areas that we’d like to impact to deliver a holistic campaign. For instance, we need to impact hearts and minds of people - which impacts behaviour turning eyeballs into action. We also aim to impact structures, changing them if we have to. Seeing as we are talking about ‘merica here… looking at the result, you could say we smashed this one outta the park.
Please read on for more information on this campaign:
MINI DOCUMENTARY
Check out one of mini-documentaries that made up part of this Tusko All-Star campaign:
REAL WORLD IMPACT
Pre-launch of the #SecondChances Campaign we engaged in selective audience testing to determine which content caught people’s attention and why. We then worked through our impact strategy to establish goals for the campaign and how we’d evaluate these. The goals include to ensure the content is widely seen, impact people’s behaviour by turning eyeballs into action, bring communities together to discuss the themes of the campaign and to challenge the legal systems and structures that perpetuate the problems (see the films to find out more about these problems).
The campaign led to a live event with a Q&A session with one of the films main protagonists Naomi Blount (a recently commuted lifer) and Secretary Brandon Flood, the secretary for the Board of Pardons. A response to a question directed at Brandon Flood, showed the pressure that is mounting on the Board of Pardons and how the campaign can affect change.
Question:
What responsibilities or leadership can someone in your position take toward reforming the process?
Answer:
For the first time, I testified to the legislature that the BOP needs more funding to hire more staff. We need to depoliticise the board. Hold elected officials accountable.
ASK THE AUDIENCE
We also sent out questionnaires to various groups before and after exposure to the campaign content in an attempt to quantify their changing perceptions of the issues addressed in the campaign, in particular, the commutation process. Here are the results:
Did you learn anything new about the Commutation process?
81.2% said “I learned tons of new things”
Do you think the commutation process needs reform?
98.8% said “Yes”.
Do you believe in second chances?
98.8% said “Yes, I believe people can change”.
SOME STILLS FROM THE PROJECT
If you want to see what else Let’s Get Free are up to at the moment, please check out their website:
This campaign was created with the Tusko All-Star package.
If you would like some information on how Tusko can help you reach your audience and make a real impact, then please contact us by clicking the button below.