Brothers and Sisters in penal reform win

LONDON - Make Justice Work, the charity dedicated to reducing the number of prisoners in the UK, has appointed Brothers and Sisters to handle its advertising account.

Penal brief: Make Justice Work has appointed Brothers and Sisters
Penal brief: Make Justice Work has appointed Brothers and Sisters

The agency picked up the business after a process handled by the AAR and will now work on a campaign to raise awareness of the charity's main positioning, which focuses on the ineffectiveness of short-term prison sentences.

The campaign is expected to revolve around digital activity, including the creation of a viral film targeting taxpayers, aiming to convince them that the Government is wasting their money by imprisoning young offenders instead of searching for alternative methods of punishment.

Launched by the penal reform campaigner Roma Hooper, Make Justice Work is made up of a selection of experts from the criminal justice system who all share the belief that the current penal system urgently needs fixing.

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