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Applications of America’s most extreme forms of punishment--life-without-parole (LWOP) and the death penalty--have shifted dramatically over the last 30 years. In recent decades, the death penalty has largely fell into decline while the LWOP-incarcerated population has grown nationwide. Activism in the 21st century has sought to shed light on key issues surrounding these punishments. In this paper, I study contemporary activism by examining the LWOP reform and anti-death penalty movements. Drawing on archival data, interviews with activists and researchers, and observations of key events, I use social movement theory to analyze mobilization and framing strategies surrounding each punishment, and the relationship between the two movements. The findings suggest that, though these movements share some common ground, activists have different strategic priorities. Social movement theory is useful for contextualizing penal reform efforts around extreme punishment in the modern era. I discuss the role that activists play as change agents in the broader U.S. punishment landscape, and the implications of the findings for penal policies.