Reform Alliance: When It's Over

Dean Challis, Samantha Deevy, Paulina Liang, Molly Klein

Prison reform non-profit Reform Alliance used icons such as Kim Kardashian and Madonna to front a social media campaign aimed at getting personal protective equipment into prisons in the US and secured a $10m donation from Twitter founder Jack Dorsey in the process.

Campaign details

Brand: Reform AllianceBrand owner: Reform AllianceAgency: Droga5Market: United StatesIndustries: Mobile & apps, Online video, Radio & audio, Social media, Websites & microsites, Word of mouth, influencersMedia channels: Charities & voluntary organisationsBudget: No budget

Executive summary

The Reform Alliance's mission is to help dramatically reduce the number of people who are unjustly under the control of the criminal justice system in America. One of the greatest issues is the use of technical violations to unjustly send people who have already served their time back into prison...

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