Unwritten
The Marshall Project
ft. Nike, Fenty Beauty, & Levi's
Art Director
A campaign by The Marshall Project in collaboration with Nike, Fenty Beauty, and Levi’s—Unwritten uses real sentences from incarcerated youth to expose the literacy crisis in juvenile jails.
Written exactly as they would write them—misspelled, raw, and powerful—these words become national ads, limited-edition products, and a reason to read and write again.
Copywriter
Cloe Gasnier
Problem
85% of incarcerated youth can’t read beyond a 4th grade level.
In overcrowded and underfunded juvenile facilities, education takes a back seat. Many kids never learn to read or write well, leaving them unable to express themselves or escape the cycle that put them there.
Insight
They were judged before they could even read. And after their sentence, they're still unseen. What they want most is what anyone does — to be heard, recognized, and understood.
Idea
Give them a real platform.
By turning their own words into public campaigns, we make their voices visible — and give them a reason to keep learning. When writing becomes a way to be seen, it becomes something worth holding onto.
KEY VISUALS
APPLICATIONS
NIKE
Nike’s signature black shoeboxes and tote bags transform into powerful storytelling tools—featuring handwritten messages from incarcerated youth. Each design turns everyday packaging into a platform for change.
All proceeds from tote bag sales go directly to The Marshall Project, supporting literacy programs for youth in juvenile facilities.
LEVI"S
Limited-edition hangtags featuring real handwritten stories—attached to every in-store garment.
Customers could also purchase engraved metal keychains with inmate-written quotes, with 100% of proceeds supporting The Marshall Project’s efforts in improving literacy access behind bars.
FENTY BEAUTY
Fenty’s compact highlighters and LED pocket mirrors become reflections of more than beauty—engraved with handwritten messages from incarcerated youth. A reminder that self-expression begins with being seen and heard.
30% of proceeds support The Marshall Project’s mission to expand literacy access within the juvenile justice system.
SOCIALS
Unwritten brings the voices of incarcerated youth directly to the public. We’ll be selecting volunteers who are willing to speak about their personal journeys with literacy—opening up about the struggles they’ve faced, the gaps in education, and the small wins that give them hope. These stories will be filmed in a raw, documentary style, focusing
on honesty, dignity, and emotion.
Website outlines the issue, shares stories from incarcerated youth, and showcases the collaborative efforts with Nike, Levi’s, and Fenty Beauty to bring awareness and resources to the forefront.
