Freedom should be free in new The Bail Project X Ad Council PSA
Carmelo Anthony, Michael Eric Dyson and Leyla Bloom partner with The Bail Project and the Ad Council to raise awareness about the injustice of wealth-based detention.
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The Ad Council and The Bail Project have joined forces to launch a new campaign of public service announcements (PSAs) aimed at raising awareness about the injustice of cash bail.
Featuring NBA legend, entrepreneur and philanthropist legend Carmelo Anthony; renowned professor, author and media personality Michael Eric Dyson; and actress, model, and activist Leyna Bloom, the PSAs were produced in collaboration with Scheme Engine and Director Charles Todd, and are part of a nationwide effort to highlight how the cash bail system creates a two-tiered justice system, one for those with money and another for everyone else.
Although the United States Constitution prohibits excessive bail, nearly half a million Americans are held in jail on any given day without having been convicted of a crime, simply because their bail is beyond what they can afford. As a result, they’re effectively punished before being proven guilty, undermining the presumption of innocence. The consequences are dire: prolonged pretrial incarceration leads to job loss, housing instability or homelessness, and family separations, disproportionately affecting low-income communities and people of colour.
Credits
powered by
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- Production Company Scheme Engine
- Director Charles Todd
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Credits
powered by
- Production Company Scheme Engine
- Director Charles Todd
- Executive Producer Jannie McInnes
- Head of Production James Rothman
- Editor Eric Barr
- Colorist Rare Medium
- Colorist Stephanie Park
- Color Producer Nubia Lima
- Post Production Scheme Engine
- Sound Producer Company 3/New York
- Music Supervisor Soul Captain
- Executive Creative Director/Copywriter Eric Steinhauser
- Executive Creative Director/Art Director Doreen Fox
- Executive Producer Joseph Maire
- Executive Music Producer Karl Westman
- Producer Brian Mcelroy
- Production Designer Pili Weeber
- Post Producer James Rothman
- VFX Supervisor Andy Milkis
- Music Composition/Sound Design/Mix Lucas Ellman
- Sound Producer Brian Anderson
- Composer/Sound Designer/Audio Mixer Keith Reynaud
- Talent Carmelo Anthony
Credits
powered by
- Production Company Scheme Engine
- Director Charles Todd
- Executive Producer Jannie McInnes
- Head of Production James Rothman
- Editor Eric Barr
- Colorist Rare Medium
- Colorist Stephanie Park
- Color Producer Nubia Lima
- Post Production Scheme Engine
- Sound Producer Company 3/New York
- Music Supervisor Soul Captain
- Executive Creative Director/Copywriter Eric Steinhauser
- Executive Creative Director/Art Director Doreen Fox
- Executive Producer Joseph Maire
- Executive Music Producer Karl Westman
- Producer Brian Mcelroy
- Production Designer Pili Weeber
- Post Producer James Rothman
- VFX Supervisor Andy Milkis
- Music Composition/Sound Design/Mix Lucas Ellman
- Sound Producer Brian Anderson
- Composer/Sound Designer/Audio Mixer Keith Reynaud
- Talent Carmelo Anthony
The campaign, titled Freedom Should Be Free, features visually striking portraits to convey the urgency of reform. Carmelo Anthony, Michael Eric Dyson, and Leyna Bloom speak directly to the American public, emphasizing the need for change. With one in two Americans having a family member or loved one who has experienced incarceration, the campaign encourages viewers to see the issue not just through a personal lens but also as a matter of principle, one rooted in the shared belief that justice should be equal for all.
“Justice should be fair and accessible to everyone, regardless of background or financial means. The cash bail system creates challenges for those who can’t afford it, impacting families and communities in significant ways,” said NBA legend, entrepreneur, and philanthropist Carmelo Anthony. “It’s a privilege to be part of this campaign with The Bail Project and the Ad Council to bring attention to this issue and support efforts to work toward a justice system that treats everyone equally, no matter their circumstances."
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"In the United States, wealth-based detention undermines our constitutional freedoms and devastates families, particularly Black and brown families, all while padding the pockets of an exploitive for-profit bail bonds industry,” said Michael Eric Dyson, renowned professor, author, and media personality. “I’m proud to stand with The Bail Project in this campaign to rid this country of the deep injustice created by cash bail.”
“To truly uphold the promise of equal justice under the law, we must restore the presumption of innocence. Ending wealth-based detention is the first critical step toward achieving that goal,” said David Gaspar, Chief Executive Officer of The Bail Project. “This campaign delivers a clear and urgent message: justice should not be for sale – it must be equal for all.”
“This campaign delivers clarity to an often misunderstood issue,” said Charles Todd, Director at Scheme Engine. “Cash bail is an immoral practice that fails to recognize its own biases. Reforming this broken system is an actionable step towards a more just and equitable society.”
