Some details
In this day and age, social media does not cater to reason nor unjust statistics. So the entire campaign is designed to speak to peoples’ emotions. Using personal interviews with a group of lifetime prisoners, the plea of the campaign became relatable and easy to grasp, despite the heartbreaking characters of the narratives. Social media was a significant part of the strategy to bring awareness to the
campaign. Historically, making the public aware of an issue has been an effective way of getting Congress’ attention Based on what?.
Result
The stories were shared widely and really caught on as Kim Kardashian decided to support the campaign and tweeted one prisoner’s life story. Besides generating over 24.000 unique visitors to the campaign site in two days, the great attention made Pusha T join the cause. When he, shortly after that, released his new single, it was with the support of the campaign. Both peaks of attention lead to American media on a broad scale picking up the story. That meant that it was no longer just a big audience, it was also the right decision-makers.
Today, the campaign is still going strong, and at this point, two people who were serving life, have been released.
