DESIGN:
Social Media | Motion
CLIENT:
Federal Bureau of Prisons
ROLE:
Visual Designer | Director of Photography
As part of its commitment to the First Step Act, Federal Bureau of Prisons (FBOP) collaborates with volunteers who generously contribute their time and talents. One of the agency’s key goals was to increase volunteer engagement each fiscal quarter. To achieve this, FBOP promoted a diverse range of volunteer skills through paid and organic social media campaigns.
To achieve this, FBOP promoted a diverse range of volunteer skills through paid and organic social media campaigns.
Challenge
The primary challenge of this project was encouraging an uninformed audience to volunteer their time within a prison institution—an environment that can naturally evoke hesitation or discomfort. The team wanted to address those concerns and develop a strategic approach focused on shifting perceptions and building trust. Additionally, time constraints presented another hurdle, as the correctional facility required thorough background checks and screening processes.
Results
The team developed a 3-part targeted strategy to promote the volunteer program through social campaigns tailored to where individuals were in their decision-making journey: raising Awareness to introduce the program, building Consideration by explaining the value of volunteering, and driving Persuasion by helping people see how their skills could make a meaningful impact. The assets created for FBOP performed exceptionally well, resulting in over 14,000 potential volunteer leads.
