TARGET: Millennials/Gen X age 30-40, all genders and income types. Probably consider themselves progressive in belief but may still hold preconceived notions about people with criminal backgrounds. Show a willingness to learn more about other perspectives.

KEY MESSAGE: Everyone deserves a future regardless of their past.

Dave’s Killer Bread is a brand that truly puts money where its mouth is on carceral issues; being ex-con founded, owned, and staffed, there’s no better brand to create a social change campaign for prison reform, mass incarceration, and systemic equity in America. OOH ads and Twitter/X posts with links to resources throughout and an interactive walkthrough experience that puts you in the shoes of the incarcerated combine to open eyes and ears to these complex, ongoing issues.