Answer Their Call — REFORM Alliance
REFORM Alliance — Answer Their Call
REFORM Alliance, founded by Jay-Z and Meek Mill, is a U.S. criminal justice reform group. During Covid-19, incarcerated people faced extreme risk due to overcrowding and limited protection. To highlight how prison sentences became potential death sentences, we launched a campaign that amplified their voices through their only lifeline to the outside world: a phone call.
From 20+ interviews with incarcerated individuals, we created a campaign to amplify voices overlooked during the pandemic.
The campaign, comprised of a film, a series of social videos and a hotline, was set out to raise awareness, evoke empathy and make people on the outside #AnswerTheirCall.
Agency:
Droga5, New York
The film, When It’s All Over, highlights a shared truth: whether free or incarcerated, we all long for the simple joys of returning to normal.
We interrupted social feeds with films built from real prison calls, each one sharing urgent stories and a call for help. Viewers were urged to share the calls, amplifying voices too often ignored.
The campaign sparked conversation across news and social media, shared by figures like Kim Kardashian, Madonna, Pete Buttigieg, and notably Jack Dorsey, who followed up with a $10 million donation to REFORM Alliance.