The French association Ensemble Contre la Récidive (Citizens Against Recidivism), an organization
relentlessly leading the struggle to end recidivism in France, is promoting active reintegration into society
through a new awareness campaign developed by agency BETC.
Over the last 10 years, the number of prisoners in the country has leapt from 47,000 to 68,000,
proving that prison is no longer an effective way of dissuading crime. Overpopulation, lack of
rehabilitation, boredom, mixing offenders with short and long-term sentences… There are numerous
reasons for which over half of prisoners in France have become repeat offenders: 59% of prisoners
return within 5 years of release, the highest rate in Europe.
In addition to raising awareness about recidivism, Ensemble Contre la Récidive works to ensure that, for
prisoners, the first minute of incarceration also represents the first minute of rehabilitation.
Their new film transports the spectator into the symbolic universe of fables, to the dramatization of a
lamb’s metamorphosis into a wolf while behind bars. We follow the progressive transformation of a
young prisoner, depicted as a lamb, as he becomes hardened by prison life, growing ever more violent,
aggressive…
Of course, not all young prisoners who go to prison are lambs, and not all of those who come out are
wolves. But the film does demonstrate the manner in which conditions of prison life can quietly and
radically transform those who serve time.
The film started airing on French TV on December 8th. More information about the association can be found at ensemblecontrelarécidive.com (site in French).
BRAND: Ensemble Contre La Récidive
BRAND MANAGEMENT: Pierre Botton
AGENCY: BETC
AGENCY MANAGEMENT: Catherine Emprin, Isabelle Picot, Pauline Girardey
CREATIVE DIRECTORS: Manoelle Van der Vaeren, Stéphane Xiberras
ARTISTIC DIRECTOR: Thomas Renaudin
COPYWRITER: Paul Delmas
TRAFFIC: Agnès Rollin
PRODUCTION HOUSE: Moonwalk (Alexis Bensa)
POST PRODUCTION: Nightshift (Philippe Joubert, Mathieu Hue)
SOUND PRODUCTION: Benzene (Benjamin Desplanques & Loïc Canevet)
DIRECTOR: Nez
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