The platform’s experience was key to its impact. We used large, bold type, and highlighted facts in approachable yet powerful language. To dramatize the experience, we redefined the black redacted bar, a symbol that used to conceal facts, and redefined it to reveal truths. By clicking on a black bar, users access state-specific facts about marijuana arrests, which can be shared across social media platforms and with state officials in less than a minute. We hope the site will serve as a lasting destination for the ACLU, so it can continue to uncover the world’s injustices and inspire action.

The Uncovery debuted at SXSW Interactive, immediately garnering praise for its innovative approach — and staggering statistics — from outlets like Fast Company, The Huffington Post and Policy Mic. In its first week, the site had over 70,000 visits, and over 2.5 million impressions across social media.

Consumers have also raved about the site’s simple functionality and shareability. This response suggests the platform’s experience has helped the ACLU achieve its goal of increasing relevance with new demographics, while delivering against its higher level objective: to cast a glaring light on the social injustices and racial disparities of the U.S.’ War on Drugs.