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Step 1:
The Goal
JUMP, the Justice and Upward Mobility Project, was started by Larry Miller, Chairman of the Jordan Brand Advisory Board at Nike Inc. Miller was incarcerated in his youth and changed his life. JUMP’s goal is to inspire change and shift how we view the 80 million Americans with a criminal record, and give them real opportunities to make a name for themselves.
Step 2:
finding the gaps
Their only challenge: translating on-the-ground impact into digital growth. KNDRD accompanied the JUMP initiative to various events across the United States, from the 49ers Fly event in San Francisco, CA, to the National Reentry Workforce Collaborative in Pittsburgh, PA.
points of connection
Step 3:
KNDRD provided Brand Development, Campaign Development, Film + Photo Production, and Digital + Social Content for the Jump Initiative. We handled content creation, producing impactful images, videos, and graphics from events to expand JUMP’s mission online.
The impact
Step 4:
KNDRD created social strategy, executed content, and documented five events and interviewed 35 participants to produce impact stories. This resulted in a 44% Instagram follower increase, 400% growth in reach, 450% growth in impressions, a 200% increase in video views, and a 22% increase in LinkedIn followers.
THE APPROACH
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