When They See Us tells the real-life story of a group of young men, wrongly accused in the Central Park jogger case. Their lives were forever changed that fateful night and exposed how the criminal justice system failed them. The limited series spans a quarter-century until the real events of 2014. These were real-life problems that affected these teenage boys in 1989, and affect men of color today in the US. Netflix wanted to illuminate the numbers behind the staggering bias in the media and criminal justice system. And how it persists even now.
Though this campaign was tied to the show, it lived and breathed as a necessary PSA that went beyond the show. We sourced data from criminal, media and prison statistics that not only informed the events in the show but affect real lives to this very day. We took that data and visualized it on the most visual format where our audience was: Instagram, Facebook, and Twitter.
The data gave us our numbers, and the visualizations helped spread awareness throughout social. The pieces garnered over 886K total impressions, 590K+ total reach, and nearly 6K total engagements - with 181K reach and 197.5K impressions from Instagram stories alone.
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