After the end of a prison sentence, people often have to fight off prejudices prevailing in the society and among employers while, in fact, their support is what matters most to prevent the ex-prisoners from repeated offences and conviction.

To understand the reasons that make it difficult for the convicts to return to the society, we and the foundation Baltic Institute of Social Sciences fulfilled the order of the Prisons Administration and carried out an in-depth research. Based on our conclusions we drafted “Communication strategy for reducing stereotypes of the society and employers about ex-prisoners for 2019–2022”. The strategy clearly defines the target audiences, messages and the suggested information channels and methods, it also includes a tactical plan and proposals for building media relations, organising events, and a crisis communication plan.