5 Days to Life is a campaign for the American Civil Liberties Union of West Virginia (ACLU-WV) to reform West Virginia’s broken juvenile justice system. Through branding, social media strategy, media production, and legislative support, the ACLU-WV was able to pass legislation that changed the five unexcused absence policies responsible for sending kids in West Virginia to out-of-state facilities for an average of 14 months after only missing five days of school. Under the new law, schools now contact families of truant students after 3 unexcused absences, send a letter at 5 unexcused absences, and only trigger a court referral after 10 unexcused absences.

Watch the campaign video.

Client: American Civil Liberties Union of West Virginia (ACLU-WV)
Scope: Campaign Development, Social Media Strategy, Media Production
Website: www.acluwv.org