Class Action Lead Generation Case Study | Garner Justice
UPBEAT Growth partnered with Minnella & Tramuta, the legal team representing individuals potentially affected by radon exposure at Garner Correctional Institution in Connecticut. The objective was to deliver a high-integrity legal public awareness campaign, balancing urgency, sensitivity, and strict legal compliance.
Cost per Lead
(88–97% below industry benchmarks)
Cost per landing page view
Lead Submissions
in 30 days
Total Impressions
across Meta + billboard ads
The campaign centered on an unusually sensitive intersection of public health, incarceration, environmental exposure, and an active class action. Any outreach related to alleged radon exposure at Garner Correctional Institution needed to inform without alarming, invite participation without pressure, and maintain absolute neutrality around legal and medical outcomes.
Beyond the subject matter itself, the challenge was compounded by strict legal advertising requirements and platform compliance standards. Messaging had to avoid medical claims, implied causation, entitlement language, or guarantees of legal results — while still being clear enough to reach individuals who may have been directly impacted and were seeking information. The strategy required a careful balance of urgency and restraint, ensuring visibility and accessibility without compromising ethics, trust, or compliance at any point in the funnel.
Given the sensitivity of the campaign, every decision was grounded in compliance, clarity, and responsible outreach.
Built every element around legal, ethical, and platform requirements from day one.
Built a compliant, conversion-ready intake experience from ad to landing page to CRM.
Combined Meta ads and high-visibility billboards to build trust and reach relevant, local audiences.
Before any creative or media was deployed, we defined strict legal, ethical, and platform guardrails to govern every decision. Messaging was built exclusively on publicly available information, with careful attention to neutrality, clarity, and restraint to ensure full compliance across channels.
We designed a custom landing page and intake flow that explained the purpose of the campaign, set expectations clearly, and invited voluntary participation without pressure. Every element — from form fields to disclaimers — was crafted to support transparency, dignity, and trust.
To maintain consistency across touchpoints, we established a campaign-specific visual direction and messaging framework that carried through ads, landing pages, social posts, and billboards. This ensured the campaign felt cohesive, credible, and intentional — never alarmist or sensationalized.
With the funnel in place, we launched a regulated Meta ads campaign focused on calm, factual awareness rather than fear-based persuasion. Audiences were refined over time to reach former inmates, staff, families, and relevant local communities, with ongoing optimization to maintain efficiency and compliance.
This approach generated 119 leads within the first 30 days while maintaining platform and messaging standards.
To reinforce credibility beyond digital platforms, we deployed digital billboards across key Connecticut corridors. These placements built familiarity and trust at scale, priming audiences before digital engagement and strengthening overall campaign performance.
Over a two-week run, the billboard placements delivered over 200,000 impressions, expanding reach and reinforcing campaign credibility.
Throughout the campaign, performance and compliance were monitored daily. Adjustments were made thoughtfully — balancing reach, efficiency, and ethical responsibility — to ensure the campaign remained aligned with its goals from launch through completion.
UPBEAT partners with teams that value precision, responsibility, and results.