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The goal of this campaign was to reduce the stigma on ex-convicts and change the way people perceive ex-convicts integrated back into society. This campaign showcases that changes are possible through the John Howard Society and that second chances change lives. Key messaging: Create a scenario that misleads the consumer towards the existing stigma, before revealing the opposite. This gives the consumer an epiphany, in which they realize the potential benefits that are possible giving an ex-con a second chance. https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1593147117926-CSNLVGFPFU6GNR4690WB/Screenshot+2020-06-07+00.29.41.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1593151532178-LQ0ZZ51ZATZY0L9D6KH9/Screenshot+2020-06-26+02.05.04.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1609887480150-HRBFOR6W4MWH0G3N68AH/Screen+Shot+2021-01-05+at+5.32.39+PM.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1631337716700-RODZAB5TU8R2Q7WTZXES/Ford_logo_flat.svg.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1631573561937-F27JHUNFTWJIY4PGY9Z9/Screen+Shot+2021-09-11+at+1.36.35+AM.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1635880783471-AI8APMI4ST1MWZEVGVT3/Ford_logo_flat.svg.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1593149985122-AX9MHHS04SK9FRSRH1I3/Screenshot+2020-06-26+01.33.28.png Work - The all-new naturally flavoured Smirnoff infusions with no added sugar – For OOH and POS.The all-new naturally flavoured Smirnoff infusions with no added sugar – For OOH and POS. The all-new naturally flavoured Smirnoff infusions with no added sugar – For OOH and POS. https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1569356131622-PL1EU1OQ06S76ALTMPIX/america+gothic+print.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1691000967396-53XCXMM99RPJ8CVBF2TG/Royal-Bank-of-Canada-Logo.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1692810680984-ORR75FZR7CBKDO30S891/Screen+Shot+2023-08-23+at+1.08.00+PM.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1588710072843-1J366GNBVVPPN0QA93AL/Screenshot+2020-05-05+16.17.25.png Work Headlines, body copy and teaser copy. https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1588710861696-WIVJ891DLFSL0CO2MGLP/Screenshot+2020-05-05+16.17.39.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1588710607347-HIPQG8GZQQ87VTDC2EBL/Screenshot+2020-05-05+16.17.11.png Work https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1588710116176-NUCXNREB2Q0N8YQU3DK2/Screenshot+2020-05-05+16.18.19.png Work https://www.alexkeogh.com/about daily 0.75 2026-02-05 https://images.squarespace-cdn.com/content/v1/5d8021ee25c0982d158d04d6/1601523833898-RITO8JG1N70UGUVA7IHG/Alexheadshot.jpg About - Let’s connect. https://www.alexkeogh.com/new-page daily 0.75 2020-04-16