Unlock the Box

‍(Lady Who Productions has a continuing partnership with Unlock the Box.)

CASE STUDY:

PROBLEM:
UNLOCK THE BOX is the United States’ national campaign to end solitary confinement in prisons. The goal of this launch was for Unlock the Box to make a public pivot with its rebranding and to gather data over 18 days that informs future actions for the organization. The end goal was to get sign-ups/gather email addresses, motivate people to follow UTB’s social accounts, drive people to the new site, and (most importantly) to inspire people to take action.  A secondary mission was to provide a centralized space for the 18 campaign partners to promote their national calls to actions and agendas. This created the framework for building the international survivor and activist network.  

IMPLEMENTED:
Nelson Mandela spent 18 years in solitary confinement and famously said, “I found solitary confinement the most forbidding aspect of prison life. There is no end and no beginning…” In honor of Mandela’s birthday, on July 18th, UTB launched the #ENDTORTURENOW campaign, an 18 day social media launch that celebrated their 18 campaign partners and called on the public to participate in 18 Days of Action.  Each day featured unique calls to action distributed via UTB’s various social media accounts and on the accounts of UTB’s campaign partners. In addition to the 18 calls to action, one state campaign partner per day was featured. The 18 days of action led up to a final tentpole event: The National Day of Action where we hosted a live event with the singer Fiona Apple.

OUTCOME:
150% Increase in social media followers, 300 email subscribers, 40% open rate, 360 officials were contacted. On Twitter, the Nonprofit industry average engagement rate is 0.055% (according to RivalIQ’s 2021 Social Media Benchmarks). @UnlocktheBoxNow had an engagement rate of 1.9% during the 18-day period, and now is still above average at 1.6%. This is 2,809% higher the industry average.