Ben & Jerry's Ads #ARoadLessRocky
The purpose of this campaign was to shed light on those who were wrongfully incarcerated or left stranded in prisons due to high bail rates or prejudicing. The call to action was a demand to reform the criminal justice system in the US. A new flavor of ice cream was created alongside the ads to bring attention to the cause, and stories from those who were improperly imprisoned were told on the back of the pints.