Changing public perceptions: FAQs


Turnaround stories inspire empathy & hope.

The best stories from all over are highlighted in the main Turnaround section. Localized stories for regional campaigns are in the profiles section of that campaign. Most of these will have both text and video. Other storytelling platforms will soon be added, starting with podcasts.

The Second Chancer needs to have been out of trouble for quite some time. It also helps if the person is likable and presents well on camera. There is an element of cherry picking here, but the objective of persuading a skeptical public must be kept in mind.

The program is designed as a feedback loop. High profile events push viewers to the website, where they discover success profiles and opportunities to engage. Regional campaigns will also feature traditional and social marketing, both paid and viral. There will also grassroots marketing efforts, such as storefront window clings and yard signs.

Yes, but we can’t guarantee that we will have the resources to do any given story. Send suggestions here and we’ll get back to you.


High profile events focus public attention.


Community outreach mobilizes support.

The program is designed as a feedback loop. High profile events push viewers to the website, where they discover success profiles and opportunities to engage. Regional campaigns will also feature traditional and social marketing, both paid and viral. There will also grassroots marketing efforts, such as storefront window clings and yard signs.

First, we mobilize a network of community leaders. Then we use a ladder of engagement and a handful of games to reach community members. Key tactics include …

  • The Consensus Statement on Smart Second Chances
  • A Zip Code Challenge
  • Going Public
  • Tracking influencers & super influencers
  • To sign the Consensus Statement on Smart Second Chances, a viewer gives us a name, an email, and a zip code. We confirm the email, and then add a point to the Zip Code Challenge score for their neighborhood.

    We actively recruit elected officials, business leaders, and other prominent people in the community to sign the Consensus Statement. They are featured in the regional campaign, and highlighted on the Going Public section for each zip code.

    Signing the statement adds a point to the person’s community in the Zip Code Challenge. The ZCC sets and tracks goals for each area, based on the population in that zip code. This encourages a friendly rivalry, which we stoke with with visits and challenges to community leaders. Key influencers in the winning zip codes are given awards at the annual dinner.

    New signers are then encouraged to Go Public, putting their name on a list of people endorsing the message in local zip code. Putting your name in public both locks in your own psychological commitment and helps persuade others in your circle of influence.

    New signers are invited to note the email of the person who referred them to us. We track these Influencers through multiple layers of influence. Those with biggest impact get kudos on the site. Super influencers, those who trigger cascades downstream, will also get an invite to the annual dinner.

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