MAKE IT RIGHT
WEBSITE • SOCIAL MEDIA • OOH
Every year the Harris County District Attorney's office under the leadership of DA Kim Ogg hosts the event Make It Right!
This program helps people with a record connect with attorneys that can provide expunction or non-disclosures for eligible criminal records, forgiveness for outstanding Class C warrants and employment opportunities
The campaign came to live through a brand new website, OOH posters, social media content, FB page, emails automation for event reminder, case qualification, certificate of participation, and more.
THE RESULTS
23,768 page views, 7,454 unique users, an average time spent on page of 00:02:23 and a number of cases viewed totaling 3,530; the Make It Right! event was a success, generating a traffic 13+ times higher than previous years.
With the help of Beacon and Law, and the DA's office, we know people can have a second change to make it right and start changing their future.
OBJECTIVE
We were tasked to create a campaign to communicate that the make it right! event was happening again as an online summit. The largest participation number in the past had been 1,800 people. We needed to surpass that number, but with federal and local elections around the corner, we had a lot of caveats to address: no budget for media buy, no budget for SEO, no budget for research, and the launch of a completely rebranded online event.
We crafted a simple communication strategy that talked about the specific misdemeanors you could solve, and turned them into "unfortunate mistakes” anyone can make. The tone of the campaign was factual, friendly and conciliatory. The message:
MAKE IT RIGHT! CHANGE YOUR STORY
Now you know who we are, what we do and how we can help you. Are you ready to share your ideas with us?
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If so, let’s start working on some badass ideas.