In one of the most hyper-targeted and audacious direct marketing campaigns in recent memory, McCann New York and The Last Prisoner Project set its sights on the nearly impossible: 51 of the most unreachable figures in American leadership—the 50 U.S. governors and the President of the United States. These are the individuals with the power to right a historic wrong by pardoning those still incarcerated for cannabis offenses, but reaching them directly seemed almost unattainable. Instead of a broad, scattershot approach, we designed an intimate, laser-focused campaign that cut through the noise—sending each of these powerful leaders a single, bespoke pen. This wasn’t just any pen; it was a symbol of the undeniable power in their hands to create real, lasting change. The campaign succeeded when Maryland Governor Wes Moore, moved by the gesture, signed pardons for over 175,000 individuals. This breakthrough proves that when you focus on the right targets—no matter how unreachable—they can, in fact, be moved. And with this success, the campaign continues, pushing for more leaders to take action and use their pens to restore justice.