The goal of the Free The Vote campaign was to build awareness around criminal justice issues that were on the ballot in November and mobilize people to get out the vote. Prior to November midterm elections, Florida was one of only four states where anyone with a felony record was banned from voting for life. Multiple studies have shown those who regain their eligibility to vote are less likely to commit future crimes. By reducing recidivism, we create safer communities. Our Voting Rights in Florida series called out the injustice of the lifetime voting ban of 1.68 formerly incarcerated Floridians, debunked the myth that it made our communities safer, and humanized the issue by sharing the stories of individuals personally impacted.
FREEAMERICA, John Legend’s nonprofit committed to ending mass incarceration, partnered with Florida Rights Restoration Coalition (FRRC) and ACLU Florida -- the main organizations driving the movement on the ground. We identified and captured two human stories to demonstrate the breadth and diversity of those impacted and challenge the stigma attached to those with a felony record. The narrative was bolstered by interviews with issue experts to dissect the ban and speak to its consequence.
To maximize the impact of this video series, we worked with FRRC and the ACLU to identify key audiences needed to move the needle on the issue. We crafted a corresponding digital distribution strategy to hyper-target those strategic audiences. Furthermore, we engaged influencers and key community stakeholders to amplify distribution. In addition to John Legend sharing from his personal social media accounts, we had support from Andy Cohen, Jesse Jackson, and Matt McGorry, as well as an article from Bustle.
Above all, we were a part of a coalition that moved toward the passing of Amendment 4, restoring voting rights to 1.68 million Floridians after they have paid their debt to society. For the total video series, we had 347.1K total views, with approximately a 666.4K reach, 1.25 million impressions and 4.5K engagements.
