“12 years Stolen”x
“12 years Stolen”
Print ads and OOH placed in a busy Toronto thoroughfare
Capture public and government attention on need to exonerate people convicted of crimes they didn’t commit.
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.
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%.