NJ Office of the Courts Marijuana Expungement Campaign
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 timeframe47.5M+ 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
