Feel Empowered

Case Study

Victims deserve transparency.
Now they have it.

Situation

VINE (Victim information & Notification Everyday) is a service offered throughout the Commonwealth of Virginia. Victims of crime can sign up for this free service to be notified by text, email or phone when an inmate within the jail system is released, transferred, up for a parole hearing, taken off premises for medical treatment or to court hearings, or escape. The program, though 20 years old, was not well known within the general public. 

Challenge

How do you convey the sense of danger that this service solves without traumatizing victims and creating negative associations?

Solution

The King Agency created a multi-media campaign around a feeling of empowerment. People were directed to a website, which provided answers to a wide range of questions and where they could sign up for the service.

Behind The Scenes

We received support from real members of Virginia’s law enforcement community and filmed on-site in real courtrooms and correctional facilities.

The Word Got Out & It Spread

The campaign drove a huge spike in traffic to the website resulting in a 27% increase in service signups.

1,500%

Increase In Web Traffic

856k

Video Views

27%

Increase In Signups