NBO — National Bail Out, partnered with global brands like Lush and Ben & Jerry's to launch social awareness campaigns that could help black mothers spend time with their families. The organization is a black-led and black-centered collective that is dedicated to ending unjust and pretrial detention and incarceration of members of the black community.
The initiative was launched for Mother's Day and it reaches millions through Lush and Ben & Jerry's social media channels. Partnerships like this are capable of harnessing the popularity of brands in a healthy and meaningful manner. The campaign was designed to call attention to the problem, as well as drive funding for NBO's efforts. In addition to this, Ben & Jerry's supplement its social awareness campaign with a dedicated online page with FAQs, articles and ways to take action.