Impact:
Campaign live…
Challenge
Going up against some of the east coast’s best creative agencies in New York and Philadelphia, Tusko won the pitch to create a digital campaign on life sentences within the American prison system. Specifically, we were asked to make three films, devise a strategy for a digital campaign and manage the content online. The aim was to get more engagement with this difficult and sensitive subject. Members of our team spent 5 weeks in Pennsylvania USA, working in the maximum-security prisons for women.
Insight
We were aware that members of the public may have biases against people serving life sentences. This is because often the crimes for which the women are incarcerated for involved the death of another person. For that reason, we felt it was important that audience and people exposed to the campaign got to face this fear quickly. We wanted people to meet the women to see and hear that a lot of these cases are not black and white, and perhaps some of the women serves a second chance at life.
Solution
We focused our efforts on getting to know the incarcerated women. If we could show that the women had transformed, then a conversation about giving them a second chance could follow. Pre-launch 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. We created a landing page for the campaign, worked our magic with SEO and produced an engaging content package optimised for social platforms and our client’s digital channels.
