Destroying stereotypes for good

Integrated Campaign

Regardless of intentions to break out of the cycle, gangsters are often defined only by their past. They are seen as victimizers, not victims. We often take a hard stance on crime and wrongdoers, and oftentimes, the punishment of the cold shoulder outlives the sentence. We don’t see them, we don’t trust them, and — the worst thing we can do — we don’t give them a second chance. This campaign brings donors and gangsters together by challenging the labels to create positive change.