ACLU The Uncovery

Designing A Tool To Counter Racial Injustice

Experience Design, Content Strategy, Campaign, Graphic Design

TheUncovery.org is a racial injustice calculator that empowers visitors to discover and share facts from the ACLU report: The War on Marijuana in Black and White. I collaborated with Forest Young, Pete Cenedella, Ranger Studio and the ACLU, to draw attention to the billions wasted on funding racially disproportionate arrests for marijuana possession. The site was a Webby Award Honoree for Best Political Website.

TheUncovery.org

ACLU THE UNCOVERY CASE STUDY

Uncover the facts

We designed a powerful storytelling device: the black redacted bar. By clicking on each redacted line, visitors could “uncover” state-specific facts about marijuana arrests, including the costs for enforcing such laws.

Share Your Dissent

Each statement and fact is sharable across social media. We also connected the addresses of house representatives so that visitors could directly contact their elected officials about these issues.

Redaction Takeover

To promote the site, we brought the redacted line to life across various other communication touchpoints including the ACLU website. We also proposed several out-of-home activations.

42

States have passed laws broadly legalizing marijuana in some form since the launch of the site.

70k+

Unique visitors to the site in the first week of launch without paid media.

2.5m+

Impressions on social media in the first months of launch without paid media.

Webby

Webby Award Honoree for Best Political Site.

We drew mass attention to the racially disproportionate arrests and the billions of dollars wasted fighting the war on marijuana

SERVICES
Experience Design, Graphic Design, Content Strategy, Campaign
PLATFORM
theuncovery.org
CREATIVE + STRATEGY
Cavan Huang, Forest Young, Pete Cenedella
DEV + TECH
RNGR Studio