Tonic Helps Female Inmates Learn Social Media with Handcrafted Tweets
Made in Carcere, in a partnership with to Tonic International, has come up with the #TweetFromAPrison project, a dedicated line of Made in Carcere products that allows prisoners to communicate with the outside world by using Twitter in prison.
Statistics report that 80% of prisoners that learn a new skill are less likely to commit crimes after their release. And for this reason, in 2007, Made in Carcere was born.
Its goal is to provide job training and voluntary full-time employment to women imprisoned for minor offenses, while reducing waste by giving new life to unwanted textiles. It’s a sustainability idea based on the second chance philosophy: for the fabrics and for the women in prison.
In this way, they can have a salary, an opportunity to learn a craft and to have a better life once they are out of the prison.
Learning a craft, in fact, gives them the possibility to understand better their importance to have an active role in society.
The brand asked Tonic International to find a solution and #TweetFromAPrison was born. A prisoner can sew her tweet on a bracelet and submit it to the outside world thanks to the Made in Carcere e-commerce website. A special sewing machine is connected directly to the Made In Carcere Twitter page. Every time a person tweets a reply, it will be instantly sewn by the machine and delivered inside the prison.
With the #TweetFromaPrison project, the brand wants to expose prisoners, at least conceptually, to the digital chatter that now defines modern life and can make reintegration all the more daunting.
Copywriter: Matteo Maggiore
Art Director: Valerio Mangiafico
Executive Creative Director: Cristiano Tonnarelli
Creative Agency: Tonic International
Music and Sound
Music Production: Stabbiolo Music
Editor: Marco Bonini
Post Production / VFX
Colourist: Daniel Pallucca
Post Production House: Iggy Post
Director: Serena Corvaglia
DOP: Federico Annicchiarico
Executive Producer: Ascanio Capparoni
Production Company: Kappakom
Category: Charity , Corporate and social