How do you improve a lawyer’s image? Sounds like a bad joke doesn’t it? But the Wilkes-Barre Law Library Association wasn’t kidding. They were tired of the jokes and wanted to tell another story. A story of volunteerism, humanity and dedication to the law and justice.
In order to change perception we needed to address reality. But how to get the public’s attention? Use a common denominator – lawyer jokes.
A three month campaign began with billboards and print ads that simply said “How many lawyers does it take to…..” The conversations began. Jokes were told. Curiosity was piqued.
During the next 30 days the campaign featured local attorneys feeding the homeless, coaching youth teams, building houses, volunteering as EMT’s and firemen.
Finally, the last 30 days the campaign simply asked – “Have you hugged your lawyer today?” And introduced the new website luzernecountylawyers.org.
The campaign won statewide awards but, more importantly, began to change the perception of the image of lawyers in Luzerne County.