In an unusual pairing, the American Civil Liberties Union (ACLU) and a prominent BigLaw firm have begun a unique campaign using a popular Netflix show, ‘Orange is the New Black’, to draw attention to the need for reform in New York’s jail system.
The television series, renowned for its portrayal of life in a women’s prison, has captured viewers worldwide with its depiction of the unostentatious yet harsh realities of incarceration. Leveraging the show’s influence, the ACLU in collaboration with their unidentified BigLaw partner aims to highlight, and ultimately transform, the issues plaguing the NY prison system.
Though the details are scant, the strategy suggests that the two organisations will employ the show’s famous tagline in a series of online campaigns – utilising the power of social media hashtags to raise awareness about their cause.
There’s no doubt that the criminal justice system, both in New York and nationwide, faces a slew of systemic challenges. The partnership’s innovative approach looks to shine a light on some of these glaring issues and galvanise a movement around prison reform.
The precise goals of the campaign aren’t clear yet; however, a commitment to human rights and legal justice hints at the potential for significant changes. This unprecedented effort by the ACLU and the BigLaw firm, using popular medium like a television show to convey their message, could significantly alter the way larger organisations undertake awareness initiatives in the future.
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