Alliance for Safety and Justice
Time Done
_SECTOR: SOCIAL JUSTICEThe Alliance for Safety and Justice (ASJ) and Californians for Safety and Justice (CSJ) are committed to advancing public safety solutions rooted in violence prevention, community health, rehabilitation, and support for crime victims rather than over-incarceration and investment in police.
Since 2017, Emergence has been working with both ASJ and CSJ to share incredibly compelling stories on a national stage, build advocacy movements, and create a culture of safety.
What began as a moment has grown into a national movement – challenging “tough-on-crime” narratives and creating ripple effects on the ways people talk about progress, safety, and prisons.
Campaign Development | Copywriting | Graphic Design | OOH | Organic Social Media | Organization Building | Paid Social Media | Public Relations | Research | Strategy | Video Production | TV | Web Design _THE CHALLENGE
In anticipation of Florida’s 2018 ballot initiative to grant voting rights to people with past felony convictions, ASJ sought to highlight the many barriers and restrictions that people face upon release from prison.
There are more than 20 million people (1 in 12 adults) in the U.S. with a current or prior felony conviction, about four times more than in 1980. These individuals face dozens of restrictions on employment, professional licensing, voting, housing, benefits, and more. Too often, these barriers prevent them from earning a decent living and supporting their families.
_SEARCHING FOR THE SIGNAL
Rather than relying solely on facts and statistics, we sought to tell a human story that would inspire empathy from the audience.
Using the familiar image of prison cell “hash marks,” we developed “Time Done” – a media campaign to communicate the barriers that formerly incarcerated people face when returning to “normal life.” The campaign includes the thought-provoking tagline: When will our sentence end?
_EMERGENCE
We developed “Time Done” as a multi-channel campaign – reaching people via both TV and social media.
The TV spot follows a man leaving prison and returning to his “normal” life, showing examples of the kind of barriers that many face as they try to adjust. The spot closes with facts related to incarceration in Florida. We also created standalone social media images based on the facts and story presented in the spot and created a partner toolkit for organizations to share their participation in the Time Done campaign.
Using colors closely related the the ASJ branding, we wanted to maintain consistency between Time Done and the overall ASJ brand.
_EVOLUTION
The campaign launched as a TV spot throughout Florida in August of 2018, followed with social media and a high profile benefit concert in LA.
To date:
6.2 million social media reach
57, 206 social media likes
60,000 social media interactions
1,307 social media comments
600 social media mentions
2018 Florida ballot initiative passed, giving voting rights to 1.5 million people living with past felony convictions
_EVOLUTION
Over the next few years, Time Done evolved from a campaign with a strong rallying cry into a community of people living with felony convictions supporting one another. The Time Done platform has become a place for members to access tools and resources to educate and engage their community.
We launched a new Time Done website and refreshed the brand to reflect a newer, established, stand-alone organization.
_2023
