How do we get people to reassess their prejudice against ex-offenders? An interactive pre-roll put the viewer in the position of interviewing an ex-offender. By subverting the 'Skip Ad' button, we challenged their beliefs. Each time they hit 'Skip Ad' the ex-offender returned, begging for a 2nd chance. However, if they didn’t 'Skip' him, he grew in confidence, telling of all the positive things he’s done to improve himself.
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