The Challenge

Unlock the Box, a national campaign to end solitary confinement in the United States, came to Lady Who with a heavy truth and one big question:
How do you get people online to care—really care—about the fact that keeping human beings locked in a space the size of a parking spot for 23 hours a day is legal torture?

They needed more than a post. They needed an experience that would break through the noise and make people feel it.

Our Approach

We started with a wall. Literally. What if we pointed a camera at a blank wall and livestreamed it for 24 hours - mirroring the sensory deprivation of solitary confinement?

That simple idea grew into BOXED IN: a 24-hour multimedia experience filmed inside Eastern State Penitentiary, the oldest and most haunted prison in the U.S. We layered in real sounds from solitary, poetry readings from impacted individuals, and hourly projections of brutal statistics, facts, and firsthand quotes.

We took over social media accounts of influencers and partners, live tweeted, streamed, and pulled in an international audience. Every hour, the story deepened.

The Result

BOXED IN became a powerful, unignorable digital protest. We reached hundreds of thousands of people across platforms, sparking conversations, press attention, and new alliances.

More than views or shares, we measured impact in emotional response and community activation. People didn’t just scroll—they stayed, they watched, they listened. And they acted.

See the full social media presskit here.