Our objectives with our Prison Kids campaign were to raise awareness about the juvenile justice system and unite people to petition President Obama to take executive action to ban solitary confinement for minors.
Objectives
Raise Awareness
360 media campaign around Prison Kids on linear, digital, social and on-the-ground
Policy Change to Ban Solitary Confinement for Minors at Federal Prisons
- We led the building of a Coalition of diverse organizations: grassroots, academic, and private sector.
We built a coalition partnered with a diverse group of supporters/collaborators, among them:
•Non Profit: Campaign for Youth Justice, Incarcerated Nation Corp, CJJ, NJJN, SPLC & ACLU
•Academic: MIT Center for Civic Media
•Private Sector: Koch Industries, All Def Digital
•Replica of a solitary cell in front of City Hall and held a rally with multiple organizations in NYC
•Law Group: Ohio State Bar Association
Ran multiplatform campaign to promote Prison Kids and encourage our audience to join the coalition that came together to push a for a ban on solitary confinement.
Call To Action: Sign Petition to ask President Obama to take executive action to Ban Solitary Confinement for Kids at Federal Prisons
Platforms: Instagram, Twitter, Snapchat, Facebook, YouTube
Digital Strategy
• Built site dedicated to 'Prison Kids' campaign: Site contained the movie and digital pieces noted below
• Created 16+ digital pieces that tackled every aspect of the topic, from the inconsistencies in sentencing, to difference in sentencing's based on race.
• Produced a VR segment where viewers could take a 360 look at what a prison for kids in Louisiana looks like
• Influencer Op-Ed: Van Jones and Christine Leonard from The Coalition for Public Safety wrote an article for FUSION on the topic of Juvenile Justice
•Interactive arrests map to see how the data breaks down per state
• Generating high engagement with original content across the social networks where our audience lives
• Produced videos optimized for twitter and Facebook specifically
• 35+ Fact cards designed to share on social media to raise awareness about the campaign
• Prison Kids on Digital on YouTube
TV Distribution: Aired 60 minute special on FUSION... you can watch the film at www.fusion.net/prisonkids
Social: Social support with specially edited clips on twitter, facebook, snapchat, instagram and vine.
Events
Capitol Hill screening sponsored by NJ (D) Sen. Cory Booker, a crusader in the issue. Attended by influencers and politicians.
Motion Pictures of Association Theater screening: Hosted by FUSION's Alicia Menendez and Univision's Enrique Acevedo.
White House Screening for National Youth Justice Awareness Month on October 14th
Campus screenings: Harvard, Columbia, Fordham, University of Wisconsin, Ohio State University, Princeton, Rutgers, Long Island University, Yale, Boston University, CUNY, Adelphi, Vassar and University of Dayton Ohio among others
*Estimated views at screenings with discussion panels 1500+ people
Making it Real: Built a replica of a solitary cell in front of City Hall and held a rally with multiple organizations in NYC
Campaign Continuation Continued broader discussion about Criminal Justice Reform by hosting a Twitter Chat with Cory Booker about Criminal Justice, FB Live with Valerie Jarrett from the White House, and hosting Hip Hop for Human Rights in Albany to speak out about solitary confinement with previously incarcerated people and family members affected.
FUSION partnered with Ohio State Bar Association (OSBA) to have screenings across Ohio in different Universities. OSBA produced a 6 episode series to talk about juvenile justice issues using clips from Prison Kids as the basis for each episode.
Raise Awareness
Reach: During a 30 day campaign pushing to ban solitary confinement, we reached: 3M households on TV, 15M followers on social, and 140K+ page views on digital content
Prison Kids Lasting Message: Prison Kids continues to be screened at criminal justice conferences (NCCD conference on October 4th 2016 will be the next screening), universities and to lawyers and judges in Ohio through the Ohio State Bar Association partnership.
"Prison Kids has been a great advocacy tool at the state and federal level. By highlighting the breadth of reforms needed in the juvenile justice system from front end diversion (truancy, early intervention), to mental health needs of youth in detention, to those youth who have been prosecuted as adults, the myriad of struggles that are faced by impacted youth and families is presented through heartbreaking stories interspersed with compelling facts. We've previewed the panel at the US Capitol, at universities, and encouraged our state advocates to use it as an education tool during October's Youth Justice Awareness Month." - Marcy Mistrett, CEO Campaign for Youth Justice
Policy Change
On January 24th, President Obama took executive action to ban solitary confinement for kids in federal prisons.
Fusion Article When President Obama pass executive action:
http://fusion.net/video/259040/obama-bans-solitary-confinement-fusion-prison-kids/
Hip Hop For Human Rights Recap Video
https://www.youtube.com/watch?v=InXkdP0ppmY
