The Situation
A regional legal services organization sought to increase public awareness of new legislation that would dramatically expand access to expungement for non-violent cannabis-related convictions. The REDEEM Act of 2023 represented a major step forward for justice reform in Maryland, offering individuals the opportunity to clear their records and rebuild their lives. To ensure that this transformative policy reached those it was designed to help, the organization needed a communications partner with expertise in community engagement and strategic outreach.
The Challenge
While the REDEEM Act created new pathways for expungement, many eligible individuals were unaware of their rights or unsure how to access legal support. Barriers such as stigma, limited internet access, and confusion around eligibility criteria risked leaving impacted individuals behind. The campaign needed to:
- Translate complex legal information into clear, accessible language.
- Reach audiences across rural and underserved communities.
- Build trust through authentic partnerships and local outreach.
- Encourage individuals to take action and pursue expungement services.
The challenge extended beyond communication—it was about empowerment, connection, and restoring opportunity.
The Approach
Rivers & Roads Consulting collaborated with the organization’s leadership to develop and execute a comprehensive awareness and outreach strategy centered on education, accessibility, and community impact.
The engagement included:
- Branding and Messaging Development – Creating clear, relatable language that emphasized second chances, dignity, and opportunity.
- Digital Strategy – Designing and launching shorenewleaf.com, a dedicated campaign website serving as a one-stop resource for information about expungement and legal assistance.
- Media and Public Relations – Coordinating targeted press coverage through local newspapers, radio interviews, and regional media to reach broad audiences across the Eastern Shore.
- Community Engagement – Partnering with local organizations and leaders to host events, workshops, and presentations that provided direct education on eligibility and process.
Every element of the campaign was designed to meet people where they were—both geographically and emotionally—by framing expungement as a gateway to empowerment and inclusion.
The Results
The campaign significantly increased public understanding of the REDEEM Act and drove engagement with expungement services. The website became a central hub for individuals seeking guidance, and media coverage extended the message across multiple counties. Local partnerships further amplified the campaign’s impact, building bridges between residents, advocates, and legal support providers.
The Impact
The awareness initiative did more than inform—it inspired action. By equipping individuals with the knowledge and confidence to clear their records, the campaign helped remove barriers to employment, housing, and education. The work underscored how effective communication can translate policy into tangible change, creating ripple effects of stability and opportunity throughout the community.
Through this collaboration, Rivers & Roads helped demonstrate the power of strategic storytelling and civic engagement in advancing justice reform and improving lives.