How JPMorgan Chase got the masses talking about the Clean Slate Act | The Drum

November 4, 2024 | 3 min read

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Winning gold at The Drum Awards for Advertising in the Finance category was Droga5 New York and JPMorgan Chase for a unique art installation that raised awareness of a complex social issue. Here is the award-winning case study.

One in three Americans has a criminal record, by some research estimates. But even after they’ve fulfilled their justice system obligations, many still struggle to find employment. The complex and costly paperwork needed to clear their records keeps millions of people from supporting their families and communities—and it costs the US up to $87bn a year in economic growth.

Clean Slate legislation can help bypass this expungement paperwork by automatically clearing eligible records. But 38 states have yet to pass it, and neither politicians nor the media are talking about it.

To raise awareness, JPMorgan Chase commissioned a unique art installation. The Waiting Workforce consists of 38 statues, one for each state that has yet to pass Clean Slate legislation, made out of 1.8 million pages of expungement paperwork. Signage with a QR code drove viewers to a landing page to explore it deeper, including an emotional video of real people sharing their experiences, information on how to take action, and context on JPMorgan Chase’s role.

The statues were placed in Philadelphia, PA –the first place to pass Clean Slate laws– in Independence Mall where America’s foundational paper was signed (the Constitution). The exhibit went up during Second Chance Month, just as the US was gearing up for the 2024 election. An earned PR and social strategy promoted foot traffic to the location, which typically receives as estimated 400,000 visitors per month.

Also, a subset of statues later moved to JPMorgan Chase’s New York City headquarters on Madison Avenue, where it remains publicly viewable, and their Washington, DC office, down the street from the White House.

When creating the piece we knew authenticity was key. So we based the statues on real people with records and used the actual legal documents holding them back. First, we photographed them; then we turned their poses into sculptures, using 10.6 tons of real legal paperwork. We also interviewed real people affected by the issue and made a film in which they witnessed the unveiling of the statues and gave insight into their personal stories.

As hoped, the installation got the masses talking about the Clean Slate Act and those waiting for their second chance. Over the course of a month we got the media, the Internet and various influential figures talking about the issue.

In 2023, 9% of JPMorgan Chase’s US's new hires had a prior record with no bearing on their roles – a second chance approach that fosters a work environment where a fresh start is possible. JPMC also leads the Second Chance business coalition - encouraging corporations across America to follow suit.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.