Vera Institute of Justice
Power in Numbers
A campaign and social playbook for a non-profit organization working to reform the criminal justice system until it's fair for all.
Background
Summer of 2020, the Vera Institue of Justice saw a huge increase in donation support and were looking to keep the momentum going. Vera’s mission is to urgently build and improve justice systems that ensure fairness, promote safety, and strengthen communities. Their core strengths in data and research — are largely focused on piloting programs, publishing information, and community outreach to reform the criminal justice system.
IDEA
Power in Numbers.
Vera’s core strength is the hundreds of people who — like Carmelo Anthony, who volunteered to read the voice-over and share Vera’s message out on his channels — donate their time, access, and money towards Vera’s mission. And Vera’s core contribution is research. If the ACLU is a group of white-hat lawyers protecting human rights, Vera is a group of white-hat researchers transforming the criminal justice system until it’s fair for all. Often times the numbers they find are hard, often painful to even process, but together we can change them.
“The numbers are daunting.
But together we can change them.”
Social Media Playbook
We created a playbook of design and social strategy aimed to broaden Vera’s reach, amplify their eye-opening research, and support their efforts to reach their change-making audiences: policymakers, activists, and informed citizens.
The playbook consisted of designs, guidelines, and content strategy, crafted to be plug and play for Vera’s small but capable full-time staff to implement on their own, with a bundle of low-effort, turn-key formats and ideas that could be leveraged for different content types.
The Team
Client: Vera Institue of Justice
Agency: Laundry Service
Creative Director: Chris Kitahara
Associate Creative Director: Andrew Caturano
Snr Art Director: Summer Schneider
Snr Copywriter: John Geany
Snr Designer: Mae Decena
Writer: Joanna Henkin