Marsy’s Law for Georgia – Crime Victims’ Rights Week

Integrated Marketing Case Study: Promoting National Crime Victims' Rights Week with Marsy’s Law for Georgia

Challenge
Marsy’s Law for Georgia aims to raise awareness every year during National Crime Victims’ Rights Week, which aligns with its mission to advocate for victims' rights. The challenge was for communications 21 to engage businesses and the public in supporting victims' rights, promote the Community Advocate Pledge and highlight the impact of the 2019 constitutional amendment which assures rights for victims.

Drone photo of King and Queen building in Sandy Springs lit purple

King & Queen Building - Sandy Springs, GA

Solution

  1. Purple Landmarks Campaign: c21 researched and contacted notable Georgia landmarks asking them to participate in illuminating purple, symbolizing support for victims' rights. We used footage from the landmarks lighting up to create an impactful video to share on social media.
  2. Community Advocate Pledge: A campaign was launched to encourage client-facing businesses to become “safe places” for victims. c21 designed a window cling and resource packet to share with local businesses. We worked with the Prosecuting Attorneys’ Council of Georgia to share the static and resources with every Georgia District Attorney and Solicitors General office.
  3. Champion Awards: On behalf of Marsy’s Law for Georgia, c21 organized the awards event and recognized the Criminal Justice Coordinating Council (CJCC) for implementing VINE Apriss, the state’s first automated victim automated system, and recognized Ché Alexander for maintaining accurate judicial data.
  4. Marketing Collateral: c21 curated marketing and promotional materials in addition to producing media content to maximize visibility and engagement.

    5. Result

    • Increased Awareness: c21 successfully convinced several key landmarks to illuminate in purple and added two additional locations from previous years’ efforts: the Gateway85 CID pedestrian bridge and the Google building in midtown Atlanta.
    • Business Engagement: c21 helped the Prosecuting Attorneys’ Council and the Georgia Office of Victim Services secure participation from various client-facing businesses around the state in the Community Advocate Pledge.
    • Effective Media Coverage: c21 successfully secured a Crime Victims’ Rights Week proclamation from Governor Brian Kemp and the State of Georgia. Marsy’s Law for Georgia received significant media attention with a total of 558,549 impressions from press releases, social media and video content.
communications 21