A Call For Conscience

Fueled by a commitment to justice for all, The NC Coalition for a Moratorium faced a daunting challenge: shifting hearts and minds on the death penalty. Their message had to inspire change without alienating their audience.

To unify audiences, we leaned on universally respected figures to highlight the absurdity of supporting unjust practices. By invoking voices society trusts, the message unbiasedly prompted audiences to honestly introspect on their own values and moral commitments to each other.