REFORM Alliance Appoints Droga5 as Creative Agency

REFORM Alliance - a groundbreaking organisation that aims to transform the American justice system - announced today that it has enlisted Droga5 as its creative agency of record.

The pro bono partnership comes as REFORM sets out to dramatically reduce the number of people who are unjustly under the control of the criminal justice system, starting with probation and parole. REFORM will generate national urgency, cultural attention and public support for the issue while building an inclusive and bipartisan alliance of leaders working to pass smart reforms at the state level. Droga5 will be responsible for infusing brand strategy and creativity to strengthen the organisation's brand and develop a national campaign to build awareness and support for REFORM’s mission.

Van Jones, CEO of REFORM, said of the partnership: “Joining forces with an agency of Droga5's calibre to work on reforming the US justice system is almost unbelievable. I’ve spent more than 25 years in this fight. In that time, the movement has never had the attention, resources or support it needs to move the masses on this issue. For the first time in my life, that is changing - and now that REFORM Alliance and Droga5 are working together, that positive shift is guaranteed to continue.”

Bob Pilon, president and chief growth officer at REFORM, commented on the partnership as well: “Droga5’s creative ambition and passion for our cause makes them the perfect partner to help us define our brand purpose and experience in service of bringing our message to millions of Americans. We are energised by the creative opportunities ahead and have confidence that, together, we will change laws, hearts and minds around our country.

Harry Román-Torres, head of strategy at Droga5, added: “This is an incredible, historic opportunity. The REFORM Alliance is backed by an impressive collection of leaders who share a vision for transforming the criminal justice system. It becomes a real call to action once you become exposed to the many ways the current system fails to keep us safe while trampling on the civil rights of Americans. We, at Droga5, look forward to harnessing our high-calibre creative and strategic rigour to help bring the mission of REFORM Alliance to life.”

The first work is expected to debut in summer 2020.