“12 years Stolen”

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Title

“12 years Stolen”

Advertiser:

Innocence Canada

Year:

2017

Source:

Cassies Award

Product Category:

non-profit-Organization

OOH Format:

Print ads and OOH placed in a busy Toronto thoroughfare

Country:

Canada

Objective:

Capture public and government attention on need to exonerate people convicted of crimes they didn’t commit.

Target Group:

Public and Government

Strategy and Media Used:

An interactive art installation strategically placed in a busy Toronto thoroughfare was supported by PR outreach, print ads and OOH. The idea was to share stories to illustrate that innocent may be sent to prison a wrong conviction.

Results:

The campaign got the attention of people, the Ontario Government and the Law Society of Upper Canada which agreed to fund Innocence Canada $900,000 over the next three years. Donations also increased by 185%.