The justice system has some weird quirks. Some of these seem to be unjust. The US’ cash bail system is one. Nearly half a million Americans are held in jail on any given day because they can’t afford bail. American taxpayers spend over 14 billion dollars a year incarcerating people who haven’t been convicted of anything.
The Ad Council and The Bail Project have joined forces to launch a new campaign of PSAs aimed at raising awareness about the injustice of cash bail. The campaign might not be the most creative ever written – using the endorsement power of celebrities is a classic. But the simplicity of the scripted argument and the eye-catching beauty of the visual imagery stand out. And make their point. The campaign, Freedom Should Be Free, features NBA legend, entrepreneur and philanthropist legend, Carmelo Anthony; renowned professor, author and media personality, Michael Eric Dyson; and actress, model, and activist Leyna Bloom. The PSAs, directed by Charles Todd, were produced in collaboration with Scheme Engine and Director Charles Todd, and are part of a nationwide effort to highlight how the cash bail system creates a two-tiered justice system – one for those with money and another for everyone else.
Although the United States Constitution prohibits excessive bail, nearly half a million Americans are held in jail on any given day without having been convicted of a crime, simply because their bail is beyond what they can afford. As a result, they’re effectively punished before being proven guilty, undermining the presumption of innocence. The consequences are dire: prolonged pretrial incarceration leads to job loss, housing instability or homelessness, and family separations, disproportionately affecting low-income communities and people of colour. [Read personal stories of those impacted here.]
“Justice should be fair and accessible to everyone, regardless of background or financial means. The cash bail system creates challenges for those who can’t afford it, impacting families and communities in significant ways,” Carmelo Anthony stated. “It’s a privilege to be part of this campaign with The Bail Project and the Ad Council to bring attention to this issue and support efforts to work toward a justice system that treats everyone equally, no matter their circumstances.”
“In the United States, wealth-based detention undermines our constitutional freedoms and devastates families – particularly Black and brown families – all while padding the pockets of an exploitive for-profit bail bonds industry,” added Michael Eric Dyson.
“To truly uphold the promise of equal justice under the law, we must restore the presumption of innocence. Ending wealth-based detention is the first critical step toward achieving that goal,” commented David Gaspar, chief executive officer of The Bail Project. “This campaign delivers a clear and urgent message: justice should not be for sale – it must be equal for all.”
Credits:
The Bail Project
Chief Strategy Officer: Camilo Ramirez
In partnership with Ad Council
Executive Creative Director Copywriter: Eric Steinhauser
Executive Creative Director Art Director: Doreen Fox
Executive Producer Joseph F. Maire, Jr.
Music Supervisor: Karl Westman
Business Affairs: Sara Jagielski
Director: Charles Todd
Production Company: Scheme Engine
Executive Producer: Jannie McInnes
HOP: James Rothman
Director’s Rep: Miss Smith
Line Producer: Brian Mcelroy
DoP: Zoe Simone-Yi
Campaign Photographer: Malike Sidibe
1st AD: Otis Fung
Editor: Eric Barr
Music Composition, Sound Design & Mix: Lucas Ellman
Colourist: Stephanie Park @ Rare Medium
Flame Artist: Andy Milkis @ Triber
