Research, Strategy, Content creation, Production
Women in Recovery (WIR) is a non-profit intensive outpatient alternative for eligible women facing long prison sentences for non-violent drug-related offenses. It is based out of Tulsa, Oklahoma and operates in partnership with the George Kaiser Foundation.
I had the opportunity to work with Women in Recovery Spring 2019. They wanted to better educate the public on the program and its benefits in order to gain more support. With Oklahoma being a conservative state, we were tasked with overcoming the biases that many have towards drug-related offenses and crime in general.
My team and I conducted primary and secondary research to discover that the public generally had a punishment mindset when it came to drug-related offenses. We built our campaign around this idea and sought to educate the public on the benefits of a treatment program vs jail time.
Our campaign "Women in Recovery Do" revolved around the idea that women in recovery have access to resources that can help them heal from their trauma, break their addiction and get their lives back. We used social media, video, and print ads to drive awareness for Women in Recovery and push people to its website.
Throughout our campaign, we incorporated emotional triggers such as keeping families together, healing from trauma and addiction to move public opinion. We also incorporated facts surrounding taxes and unemployment for those who wouldn't be swayed emotionally.
In the end, the client loved our campaign and used the ideas and materials in a funding request at the Oklahoma State Capital.