Copywriter
Copywriter
The goal of this campaign was to reduce the stigma on ex-convicts and change the way people perceive ex-convicts integrated back into society. This campaign showcases that changes are possible through the John Howard Society and that second chances change lives.
Key messaging: Create a scenario that misleads the consumer towards the existing stigma, before revealing the opposite. This gives the consumer an epiphany, in which they realize the potential benefits that are possible giving an ex-con a second chance.
Client competition with Humber College 2017 – The pitch was awarded 2nd place by client and was later published on Instagram and the clients website.
The goal of this campaign was to reduce the stigma on ex-convicts and change the way people perceive ex-convicts integrated back into society. This campaign showcases that changes are possible through the John Howard Society and that second chances change lives.
Key messaging: Create a scenario that misleads the consumer towards the existing stigma, before revealing the opposite. This gives the consumer an epiphany, in which they realize the potential benefits that are possible giving an ex-con a second chance.