Every four minutes, someone on parole and probation is put behind bars for a technical violation—things that most of us do often and without a second thought, like crossing state lines or going out past 8pm.

To draw attention to the ineffectiveness of the system, we created a brand platform called “Give Life Back.” The campaign set out to elicit compassion by showing how technical violations rob weeks, months and years from people’s lives.

The work launched with an anthem film that led people to bespoke Instagram profiles which dove into the real stories. We also developed an AR filter that put the user in the shoes of people in the system, confronting them with the heart breaking choices they face every day.