Campaign 2.0: Changing Perspectives, Building Safer Communities
A social media campaign designed to change how society views convicted individuals. It humanised their stories, promoted rehabilitation, and drove real action through Instagram — leaning on authentic storytelling and a considered content strategy to shift perception on a genuinely difficult subject, while balancing sensitivity with a clear call to action.
Client
Grow Transform Belong
Campaign
Social Media Campaign
Budget
£150
Project Outline
Raising awareness of rehabilitation through Instagram
The main goal of the campaign was to raise awareness of Grow Transform Belong's efforts to change the way convicted individuals are perceived by society. We aimed to do this by promoting rehabilitative methods to increase safety in local communities, centred on GTB's Instagram page.
The campaign highlighted inhumane prison conditions, the lack of effective reform, and the potential of rehabilitative approaches — turning a complex social issue into accessible, shareable content.
Campaign Goals
Three objectives driving the strategy
Raise Awareness
Increase awareness of flaws in punitive justice systems and the benefits of rehabilitative approaches.
Create Engagement
Build dialogue within the community through GTB's Instagram platform and interactive content.
Influence Change
Shift societal attitudes by humanising stories and emphasising the potential for rehabilitation.
Social Media Zones
From awareness to advocacy
Awareness Zone
Awareness
Instagram posts, stories and IGTV videos; LinkedIn articles and infographics; Facebook live Q&A sessions.
Engagement Zone
Engagement
Instagram polls, quizzes and question stickers; a dedicated Facebook Group for grassroots discussion.
Advocacy Zone
Advocacy
Change.org petition for rehabilitative justice reforms; LinkedIn case studies targeting policymakers.
Community Zone
Community
Instagram Story Highlights for success stories and volunteer opportunities; webinars and virtual meetups.
Target Audience
Three personas guiding the content
Maya
28, Community Organiser
- Social justice & human rights
- Twitter + Instagram
- Loves polls, infographics, UGC challenges
Jamal
32, Event Organiser
- Grassroots organising
- Facebook + Instagram
- Shares local events and resilience stories
Alex
35, Policy Analyst
- Evidence-based advocacy
- LinkedIn + Twitter
- Shares research, policy briefs, legislative change
Content in Action
Human stories, shareable formats
Content mixed educational posts, personal testimonials, and community engagement initiatives. Example captions like "From Past Mistakes to Present Purpose" reframed rehabilitation as hope and second chances.
Instagram Stories used polls, Q&A stickers and swipe-up links to petitions. Branded hashtags #Justice2Point0 and #ReimagineJustice helped track reach and engagement.
Measurement
SMART objectives and KPIs
50%
Increase Instagram reach within six months
25%
Increase average engagement rate over three months
10k
Petition signatures for justice reform within one year
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