Amplifying Awareness for the City of Indianapolis Expungement Event

The Challenge

The City of Indianapolis Office of Public Health and Safety aimed to assist individuals in clearing their criminal records through an expungement event. However, the first event suffered from low visibility and engagement, with fewer than 50 attendees, falling well short of the goal of 100 participants. Additionally, the event received minimal media coverage, limiting its reach and impact.

The Strategy

The Holliday Collaborative Agency was brought in to enhance media engagement and public awareness for the second expungement event. Our approach focused on:

• Identifying a Compelling Story – We uncovered a powerful, human-centered story that highlighted the impact of expungement on individuals’ lives.

• Strategic Media Outreach – We pitched the story to key media outlets to secure coverage across television, print, and digital platforms.

• Amplification Through Press and Social Channels – By leveraging the media coverage and engaging local communities, we maximized awareness and participation.

The Results

Following our efforts:

• The compelling story was featured on major local media outlets, including TV and print publications.

• The second expungement event saw more than 400 attendees, a 314% increase over the original goal and a 700% growth compared to the first event.