ABOUT

For most convicts the real tragedy begins soon after being released. Prison tattoos make it more difficult to find a job. We developed the "Freedom Tattoos" programme for the Higher School of Social Sciences Pedagogium, in which we cover prison tattoos with beautiful artistic tattoos.

THE RESULTS
Media reach of 66 million viewers.
More than 3.5 million zlotys of Earned Media.
Over 2 million viewers on the Internet and TV channels.

THE CHALLENGE
For most convicts the real tragedy begins soon after being released.
Prison tattoos, which mark them for life and scare off employers, make it more difficult to find a job. The Higher School of Social Sciences Pedagogium teaches creative rehabilitation. To advertise recruitment for the 2015 spring semester they asked us to demonstrate it in practice.

THE SOLUTION
We launched the world's first programme, in which we cover convicts’ prison tattoos with new artistic images that look better and are more socially acceptable.
The programme was promoted by a short documentary film, and the results surprised everyone - media reach of 66 million viewers, more than 3.5 million zlotys of Earned Media, over 2 million viewers on the Internet and TV channels, who liked the film so much that they broadcast it in its entirety for free during prime time. Not bad for
a campaign with a total production and media budget of less than 30,000 zlotys.