The Best Work You May Never See: Droga5, Reform Alliance Show Us Prisoners' Hopes, Fears As They Struggle For Survival During The Pandemic


Robert Goldrich
Monday, May. 11, 2020


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The goals behind the “Answer Their Call” campaign--created by Droga5 NY for the Reform Alliance--are to generate empathy toward the 2.3 million people who are incarcerated and make the public aware that COVID-19 is threatening to turn a prison sentence into a death sentence for the entire prison population. The Reform Alliance is also encouraging viewers to add their names to a petition urging public officials to take action.

A key component of the campaign is this emotional film titled “When It’s All Over.” The PSA plays on a truth we all share; that as a society we are all dreaming of the simple things, small and big, that we look forward to doing as soon as life gets back to normal after the pandemic--however in this film the stakes are higher as the dreams are those of people behind bars, who may not realize them, due to the threat to their lives that the virus carries. The film is also built from the real phone calls as inmates share their dreams and fears. The feelings and sentiments in these calls are featured throughout the campaign.


Client Reform Alliance Van Jones, CEO; Bob Pilon, president & chief growth officer; Meagan Bond, sr. director, creative campaigns; Louis Reed, consultant. Agency Droga5 NY David Droga, creative chairman; Neil Heymann, global chief creative officer; Tim Gordon, Felix Richter, co-chief creative officers; Toby Treyer-Evans, Laurie Howell, group creative directors; Stacy-Ann Ellis, copywriter; Oscar Gierup, art director; Ant Tull, sr. copywriter; Kamal Collins, sr. art director; Mike Gaynor, designer; Craig Wong, group experience design director; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Isabella Lebovitz, sr. producer, film; Kenya Agunloye, associate producer, film; Mike Ladman, music supervisor; Tasha Cronin, director of interactive production; Colin Neff, producer, interactive; Lauren Williams, associate producer, interactive; Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy; Gabriela Avila, strategy director. Editorial Second Child Scott Chinn, managing director; Sara Mills, sr. producer; Nina Sacharow, editor; Andrew Davenport, assistant editor. Color Grade Company 3 Sofie Borup, colorist; Alex Lubrano, producer. Conform/Finishing Significant Others Sarah Roebuk, exec producer; Kyra Hendricks, producer. Audio Wave Studios Aaron Reynolds, audio engineer; Vicky Ferraro, exec producer.

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