The Business of Second Chances

Private prison corporation Corecivic reached out to Stonecastle to create a national TV commercial featuring its educational programs for inmates. These programs are designed to ease the re-entry process for inmates by teaching them a new trade and life skills. The TV spot was aimed at deflecting some of the negative publicity surrounding Corecivic’s federal contract to detain migrants captured at the Mexican border.

  • Client: Corecivic
  • Agency: Stonecastle
  • Type: Brands
  • Deliverable: TV Commercial
  • Services: Creative Strategy, Video Production

The Project

The Project


Our job was to showcase the efforts Corecivic makes to give newly-released inmates the best possible chance at a successful re-entry. Filmed at a Corecivic-run facility in Colorado, we cast the story in a teacher-student light, interviewing instructors about their passion for watching  inmates study hard to make the most of their second chance at life. From these interviews came the title for the campaign: The Business Of Second Chances.

The Results

"Stonecastle produced an amazing opening video to kick off the event. It combined touching stories with high energy all focused on what makes VUMC a special place. The video really captured the essence of the amazing work done here everyday."

Brian Carlson, Vanderbilt Medical Center
Brian Carlson, Vanderbilt Medical Center