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Black Lives Matter's "Unsafety Check"

According to the Washington Post "Black America is in a state of emergency." Black people are being harassed, beaten and killed while doing everyday activities such as walking to school, sitting in a car or even when calling for help. Crafting the message and the look of the campaign was extremely important for the success of this campaign. I was instrumental in the entire process from the concept phase through to the execution. We worked closely with Black Lives Matter, to create a message that cuts through the clutter of social media, resonates with Black people and reaches everyone else. It's not every day that I get to work for a client that is more than a PSA, it's a movement that's personally very important to me.

Project Roles
Copywriter, Creative Director
Company
JWT
Skills
Conceptual, Content Strategy, Copywriting
Media
Social Media Content
Project Industries
Advertising, Non-Profit
Black Lives Matter's "Unsafety Check"