Success Beyond Bars
Reframing Reentry Through Storytelling
Overview
P Three Consulting partnered with a Fortune 500 company and Black Enterprise to create Success Beyond Bars, a groundbreaking video series featuring formerly incarcerated entrepreneurs. The campaign generated 161M+ impressions, 500K+ video views, and 20K+ engagements, reshaping public perception of reentry as innovation, resilience, and contribution.
Context
The criminal justice system often defines individuals by stigma. The challenge was to shift public perception by showcasing purpose-driven entrepreneurs who embody resilience and innovation.
Landscape
We engaged with community leaders and returning citizens to understand which stories would resonate most, highlighting tech-enabled entrepreneurship and social impact.
Audience
Our research confirmed:
- Video storytelling drives 2 to 3x higher engagement.
- Trusted media partnerships increase credibility.
- Audiences share redemption narratives at higher rates.
Roadmap
We built the campaign around:
- Vetting participants like Coss Marte (ConBody), Teresa Hodge (R3 Score), and Frederick Hutson (Pigeonly).
- Interview frameworks that pulled out authentic narratives.
- Media partnership with Black Enterprise to ensure reach.
Implementation
P Three Consulting:
- Conceived the series concept.
- Vetted and secured participants.
- Conducted the interviews.
- Oversaw creative editing.
- Leveraged our relationship with Black Enterprise for distribution.
Tracking
Monitored video views, engagement, and newsroom traffic.
Yield
The series successfully reframed reentry as an opportunity, building momentum for broader justice reform conversations.
Results at a Glance
- 161M+ impressions
- 500K+ video views
- 20K+ engagements
- 6.5% engagement rate versus a 3 to 4% norm
- 3x newsroom traffic growth