A Call For Conscience

It’s difficult to persuade someone away from their heartheld beliefs, especially on a subject as polarizing as the death penalty. Yet, the NC Coalition for a Moratorium faced such a challenge while seeking to inspire change towards a mission of justice for all, without alienating people on either side of the issue.

To unify audiences, we invoked universal voices of reason and trust with a message prompting people to honestly reflect on their own values and moral commitments to one other. The campaign was successful in raising much-needed awareness and dialog around this sensitive topic.