The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Client: Square
Date: Apr 2018
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
2 votes

‘Sister Hearts’ simultaneously tackles the topic of prison recidivism and tells the story of an entrepreneur with a small business idea. It’s the fourth film by Even/Odd for Square’s ‘For Every Kind of Dream’ series.

Maryam Henderson-Uloho spent thirteen years in prison in Louisiana, seven in solitary confinement. After her release she struggled to find housing or employment. She began selling secondhand goods out of a suitcase on a street corner in New Orleans. In just three years, she grew her business to a brick-and-mortar thrift store—one that also provides housing and employment for other formerly-incarcerated women. She calls those women — and her store — Sister Hearts.

“When I got out of prison, they wouldn't allow me to open a bank account. I could not rent an apartment. I could not get a job. So I started just selling stuff out of a suitcase on the street corner. The first day I made $40. And I just kept doing that. Three years later, I have a 15,000 square foot thrift store and transition housing facility for other female ex-offenders," said Henderson-Uloho, owner of SisterHearts Thrift Store, New Orleans.

Credits

Title: 'Sister Hearts'

Client: Square

Agency: Even/Odd