Prison Fellowship is a nonprofit organization that focuses on the mission of transformation and reconciliation of prisoners and their families through the Christian faith. In 2010, the organization launched a new initiative called Break the Cycle; Turn the Tide (BTC). The goal was to end the cycle of crime in the United States, since 7 out of 10 children who have a parent in jail will end up in prison themselves. BKV focused a campaign to concentrate all media efforts on a social day (Break the Cycle Day!) order to generate awareness and create a stronger connection with online supporters.

Success was measured on three key metrics: Facebook Fan count, engagement, and donations. With the mix of awareness-building and direct response strategies, Fan sign ups increased 150% and overall campaign donations generated the largest amount of one-day revenue making it the most successful online campaign to date for Prison Fellowship.