Shape was engaged by the governance body for the Northern Territory Aboriginal Justice Agreement to develop a campaign strategy to support the AJA’s commitment to reducing the imprisonment of Aboriginal Territorians. ​

Shape undertook the largest study of attitudes to crime and justice conducted in the Territory to identify ways to unite a polarised public audience about the solutions to crime. This informed a public campaign which was branded ‘Smarter Justice for Safer Communities’, to raise awareness in the community about the failure of prison-first justice policies and the success of community-led solutions.

The campaign tries to create space for evidence-based policy reform by filling the knowledge gap about successful non-prison justice models, combining earned media, advertising and a social media strategy to reach audiences where they are. This includes a series of human-centred video advertisements that feature alternative justice models that divert people from prison.​

Following significant media coverage of the campaign launch, numerous stakeholders have adopted the campaign messaging and several significant policy wins have been achieved, such as raising the age of criminal responsibility, the repeal of mandatory sentencing and the roll-out of diversion and other programs. ​

Shape continues to support the AJA governance committee by expanding its social media presence and supporting its ongoing stakeholder and community relations. ​

Shape was engaged by the governance body for the Northern Territory Aboriginal Justice Agreement to develop a campaign strategy to support the AJA’s commitment to reducing the imprisonment of Aboriginal Territorians. ​

Shape undertook the largest study of attitudes to crime and justice conducted in the Territory to identify ways to unite a polarised public audience about the solutions to crime. This informed a public campaign which we branded ‘Smarter Justice for Safer Communities’, that would raise awareness in the community about the failure of prison-first justice policies and the success of community-led solutions.​

The campaign tries to create space for evidence-based policy reform by filling the knowledge gap about successful non-prison justice models, combining earned media, advertising and a social media strategy to reach audiences where they are. This includes a series of human-centred video advertisements that feature alternative justice models that divert people from prison.​

Following significant media coverage of the campaign launch, numerous stakeholders have adopted the campaign messaging and several significant policy wins have been achieved, such as raising the age of criminal responsibility, the repeal of mandatory sentencing and the roll-out of diversion and other programs. ​

Shape continues to support the AJA governance committee by expanding its social media presence and supporting its ongoing stakeholder and community relations. ​