Re:Entry Public Service Campaign

2020

CATEGORIES

experiential design
campaign design
graphic design
branding

MEDIUMS

ACETATE

PROGRAMS

ADOBE ILLUSTRATOR
ADOBE PHOTOSHOP

THE CONTEXT

Helping former inmates reintegrate into society tackle challenges like finding employment, securing housing, and overcoming stigma, all crucial for reducing recidivism and enhancing public safety. One of the bigger issues they face, however, is that despite serving their given sentences, many face persistent societal rejection and negative attitudes, making acceptance difficult regardless of their efforts or repentance. Research shows that effective reintegration programs significantly reduce reoffending rates, improve economic stability and mental health, and benefit communities by lowering crime and related costs. Comprehensive support from these programs fosters personal development and enables former inmates to become productive, law-abiding citizens.

THE APPROACH

utilizing vibrant colors and dynamic textures to convey a sense of boldness and evoking movement and transformation, in order to reflect the continuous journey of redemption and reintegration

THE CHALLENGES

motif: use the prefix “re-” and a pair of opening handcuffs to symbolize liberation and second chances with words like restart, renew, rehabilitate, and reintegrate
immersive: design so that viewers empathize with former inmates by experiencing their stigma
public: position in high-traffic areas like bus stations and store windows to reach a broad public audience
key visuals: utilize bold imagery such as handcuffs and jail bars to capture attention and convey the theme
education: present thought-provoking statistics to challenge societal biases and foster empathy

installation on transportation handles (1):
installation on public transportation handles creatively utilizes the shape and function of the handles and leverages the act of gripping the handle, making it appear as if passengers are placing their hands in handcuffs, creating a thought-provoking and immersive experience

installation on bus stations (2):
installation at bus stations leverages the way people sit and wait, turning the users' bodies into an integral part of the campaign; this setup not only engages individuals physically but also capitalizes on the typically longer wait times, encouraging passengers to notice and reflect on the graphic elements presented

installation on bathroom mirrors (3):
installation on public bathroom mirrors leverages the mirror's inherent quality of reflection by incorporating imagery that prompts introspection; unique use of mirrors not only allows for a personal connection but also challenges viewers to confront and question their own biases and perceptions

installation on doors/windows (4):
The installation on windows and doors makes use of the transparent nature of these surfaces by leveraging the visibility of people inside to integrate them into the campaign, illustrating that anyone could be experiencing the challenges of reintegration; the setup emphasizes the universality of the issue, encouraging empathy and awareness among the public

THE OUTCOME

This branding project for the "re:entry" campaign aims to create a powerful, empathetic, and visually compelling initiative that promotes the reintegration of former inmates while fostering a culture of acceptance. Emphasizing the prefix "re-" to signify a second chance, the campaign seeks to shift public perception from viewing former inmates as criminals to recognizing them as individuals striving for positive change. The design elements will place viewers in the shoes of former inmates, pushing them to experience societal perceptions from that perspective. Through bold visuals, immersive experiences, and educational content, the campaign will encourage a shift towards mutual inclusion and support, benefiting the broader community.

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Kaish.