HNOC creates first full historical account of incarceration in Louisiana

Written By Alicia Vial

Situation

Captive State: Louisiana and the Making of Mass Incarceration is a powerful exhibition curated by The Historic New Orleans Collection (HNOC) that explores the history and present-day impact of mass incarceration in Louisiana. Created in collaboration with criminal justice scholars, historians and local advocacy organizations, this exhibition delves into Louisiana’s unique criminal justice history, tracing policies from the colonial period to today. Through historical documents, immersive storytelling and first-hand accounts from affected individuals, Captive State highlights how Louisiana became the world’s incarceration capital and invites visitors to reflect on the social and personal costs of this crisis.

HNOC, a museum and research center dedicated to preserving New Orleans’ history, developed this exhibition as part of its mission to foster community awareness and dialogue. To ensure the exhibit captured the real-life consequences of mass incarceration, HNOC conducted dozens of interviews with individuals directly impacted by the system, including formerly incarcerated people, their families, prison advocates, and community organizers. Legal scholars and sociologists provided data analysis and case studies to highlight the racial disparities and socioeconomic factors that shaped Louisiana’s justice system.

The exhibit also drew inspiration from similar efforts at institutions like the Equal Justice Initiative’s Legacy Museum and the National Museum of African American History and Culture, guiding decisions about how to present complex issues like mass incarceration in a way that would be accessible and engaging for a broad audience. Demographic research ensured that the exhibit resonated with the local community, particularly groups most affected by mass incarceration, such as activists, students, and everyday citizens.

For more than 14 years, HNOC has partnered with Gambel Communications to amplify its exhibits and programs, and Captive State marks another milestone in the long-term partnership with a public relations campaign that includes media tours, community partnerships and special programming to deepen understanding of mass incarceration's effects.

Strategy

Gambel Communications conducted primary research of media coverage and public perceptions of criminal justice reform in Louisiana and used that information to craft a national media list for earned media opportunities. With the exhibit fully installed a week before its public opening, Gambel Communications secured private tours with the exhibition's lead curator for a dozen key media outlets. These private tours offered reporters an exclusive, in-depth look at the exhibit, enhancing coverage across local platforms. Once open to the public, the agency continued to organize one-on-one media tours, securing in-studio broadcast interviews and radio appearances to discuss Louisiana’s incarceration crisis and the exhibition's role in illuminating this critical issue. Notable media tours included New Orleans & Company, the city's tourism bureau, as well as prominent criminal justice organizations. Additional private tours were scheduled for prominent activists including Marc Morial, President of the National Urban League and singer and activist John Legend.

Complementary programming for Captive State included several public discussions and panel events addressing criminal justice reform, mass incarceration and the human stories behind the statistics. These events featured experts, formerly incarcerated individuals and reform advocates, creating space for community dialogue around Louisiana’s unique role in the national incarceration landscape. Additionally, a special screening series of documentary films related to mass incarceration ran alongside the exhibition, encouraging deeper exploration of the issues presented.

Given the educational value of the Captive State, local schools were invited to attend, with field trips tailored to engage students in discussions about social justice and systemic inequities. In collaboration with community organizations, HNOC also hosted a sensory-friendly weekend for children and adults, offering a quieter, more inclusive experience that allowed visitors to explore the exhibition at their own pace.

Results

The public relations campaign for Captive State: Louisiana and the Making of Mass Incarceration helped HNOC attract more than 21,000 visitors to the French Quarter museum and was so popular that it was extended for an additional two months. As a direct result of the multi-tactic media relations strategy, the exhibition earned nearly 150 media placements, reaching an estimated 225.9 million people.

The exhibition was the first full historical account of incarceration in Louisiana and drew high-profile visitors like John Legend and Sister Helen Prejean. In recognition for the exhibition, HNOC was awarded the John Thompson Award for Courage & Justice by the Innocence Project New Orleans.. These impactful stories helped drive the conversation around mass incarceration in Louisiana, making the exhibition a significant cultural event in New Orleans.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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