NJ Office of the Courts Marijuana Expungement Campaign

 

(Sept 2021-May 2022)

Objective:

Working with the NJ Office of the Courts, develop a multilingual marketing and public relations campaign to inform New Jersey residents statewide from varied backgrounds and socio-economic statuses that the state will be automatically expunging marijuana convictions. Communicate how individuals can receive certification of their revised record.   

Results:

  • Created copy and graphic design for campaign materials that is nonjudgmental, informative, engaging, and encouraging for a broad audience of NJ residents

  • $1M outreach plan includes a comprehensive approach that includes strategically placed billboards, digital advertising, radio ads,
    and social media over a 9- to 12-month timeframe

    • 47.5M+ billboard impressions 

    • 1.75M+ targeted bus and train station signage impressions

    • 29.9M+ statewide radio over-the-air and online streaming impressions 

    • 101,000+ YouTube Ad impressions, with a 45.21% view rate

    • 4.47M+ web banner ad impressions via statewide TAPInto community websites

    • 3.85M+ Reporte Hispano Spanish-language newspaper ad impressions over 15 weeks

    • 200,000+ reach on bilingual Facebook Ads with more than 3,700 clicks over 9 weeks

    • 19% average monthly increase in certifications over 9 months

 
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