Unlock the Box

The Challenge

Unlock the Box—the national campaign to end solitary confinement in the U.S.—was ready to make a bold, public pivot. With a fresh rebrand, a new website, and a network of 18 national partners, the campaign needed a digital launch strategy that would do more than raise awareness—it needed to spark action.

The goals were clear:

• Drive traffic to the new website
• Grow a base of email subscribers and social followers
• Provide a unified digital platform for campaign partners
• Most importantly: inspire people to take real-world action

The strategy also had to build momentum for an emerging international coalition of survivors and activists—laying the foundation for long-term organizing.

Our Approach

To honor Nelson Mandela, who spent 18 years in solitary confinement and called it “the most forbidding aspect of prison life,” we launched #ENDTORTURENOW on July 18 (Mandela Day):
an 18-day digital campaign built around 18 Days of Action.

Each day highlighted:

• A unique call to action, shared across Unlock the Box and partner accounts
• One of the 18 state campaign partners and their work
• Key stories, quotes, and educational content to fuel the fire

We created a centralized digital hub for supporters to take action, sign up, and stay engaged. And to anchor the momentum, the campaign closed with a National Day of Action featuring a live event with singer and activist Fiona Apple.

The Result

📈 150% increase in social media followers
📬 300 new email subscribers with a 40% open rate
📢 360 government officials contacted directly
🔥 Twitter engagement rate of 1.9% (compared to a nonprofit industry average of just 0.055%)—that’s 2,809% above average
📣 Continued engagement rate holding strong at 1.6%