Nonprofit ACT/ART uses art as a catalyst for change, connecting artists with students to have difficult conversations about issues impacting our country.

CHALLENGE

• ACT/ART wanted to start conversation about much needed justice reform and mass incarceration in the US, but didn’t know how to engage and drive impact.

• ACT/ART had no digital footprint since previous activations only occurred in person.

STRATEGY

• Kirstyn performed a landscape analysis and helped ACT/ART understand that their unique commitment to leveraging art to start conversation could be introduced in social and digital landscapes to start conversation about justice reform and mass incarceration.

• Kirstyn worked with the ACT/ART Team to develop the #IAMTHEMANY campaign, inspired by the 1968 I AM A MAN strike, and elevating art by professional artists on social platforms paired with data and insights to start conversation about ways to improve the American justice system.

• Kirstyn developed a poster competition to activate everyone’s inner artist and allowing people to contribute to the larger conversation by completing the phrase “I AM ____”.

RESULTS

• In 90 days, the #IAMTHEMANY campaign achieved White House recognition, influencer and celebrity involvement and over 9.5MM impressions without paid media support.

• The campaign culminated with a reception at the White House which included a gallery of contest-winning pieces, a live activation elevating the experiences of students with the justice system, and a dedication by the Obama White House to impact change in criminal justice reform.