Criminal Justice Reform on Static and Digital Billboard Campaign
People Not Prisons -Smart Justice Addressing Issues that Solves Problems of Crime
Location, location, location isn’t just a real estate mantra. When it comes to advertising for the American Civil Liberties Union of South Dakota, location was key when selecting a billboard for its inaugural #out-of-home campaign.
The campaign, designed to draw attention to the ACLU’s push for criminal justice reform, uses a mix of static and digital billboards in Sioux Falls and Rapid City, South Dakota’s two largest cities.
The campaign’s static #billboard is already up in Sioux Falls next to a bail bondsman office and across from the county jail (photo attached). The billboard’s location and message – “People Not Prisons” – is simple, but intended to be provocative, especially as construction for a $48.3 million expansion of the county jail beings later this month.
“Mass incarceration devastates communities, tears families apart, costs millions of taxpayer dollars and has failed to make us safer,” said Heather Smith, executive director of the ACLU of South Dakota. “Smart justice is a way of addressing criminal justice issues that solves the problems of crime rather than simply punishing people and locking them up. It’s time to put people before prisons.”
The South Dakota National Chapter of the ACLU is a non-partisan organization dedicated to the preservation and enhancement of civil liberties and civil rights. The ACLU believes freedoms of press, speech, assembly, and religion, as well as the rights to due process, equal protection and privacy, are fundamental to a free people. In addition, the ACLU seeks to advance constitutional protections for groups traditionally denied their rights, including people of color, women, and the LGBT communities. The ACLU of South Dakota carries out its work through selective litigation, lobbying at the state and local level, and through public education and awareness of what the Bill of Rights means for people of South Dakota.