Ben and Jerrys x LADbible

Problem:
Ben and Jerrys has a social mission to eliminate injustices in communities by integrating these concerns into their day-to-day business activities. In 2023, their focus was on immigration detention. B&J approached LADbible to use their reach and influence over young people to increase awareness of immigration detention, working to explain how people are being held in prison-like conditions with no idea when they’ll be released.

Task:
- To increase public opposition to immigration detention
- Increase awareness of the harmful impact of immigration detention
- Increase awareness of the reality of immigration detention, and the fact that those detained are not told how long they could be held for.

Insight:
If certainty and control is taken away from us as humans, we feel uncomfortable, stuck in between where we were and where we want to be. We are hard-wired to avoid uncertainty, but in detention, avoidance is impossible.

Strategy:
Give the audience an uncomfortable taste of feeling in limbo, bringing to life the indefinite nature of detention.

Idea
Locked away
Content that brings to life the experience of feeling trapped as thousands in immigration do each year. The project included billboards showing the amount of time people had been held in detention, as well as video content detailing the real life experiences of those held, and the long term effects the experience has had on their lives.

https://www.ladbible.com/community/the-reality-of-life-in-the-uk-immigration-detention-system-20221006