NJ Office of the Courts Marijuana Expungement Campaign

Education and Government
Written By Alye Ancianis

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 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

Alye Ancianis
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