Outdoor > Ambient
SATURDAY MORNING, Los Angeles / SATURDAY MORNING / 2018
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BriefExplanation
How do you bring understanding between the police and the community they serve? Instead of creating an advertising campaign we created a product. Being forced to raise your hands, or lay on the ground during an arrest creates a rare opportunity to display a message of humanity and understanding. The waistband of these undergarments became a billboard to deliver a message of peace.
Relying on traditional media was inefficient and financially impractical to make the kind of impact necessary to cause change. We found a way to create constant awareness for both police and the community they serve. This led us to a simple idea—Let’s put the messaging in the hands of the community.
MY LIFE MATTERS
I’M A FATHER
PLEASE DON’T SHOOT
I’M NOT ARMED
These messages became billboards to create empathy and state clearly that despite color or socio-economic status we are all humans first.
EntrySummary
In the United States police brutality and violence in the black community has increased in alarming numbers year after year. More people died at the hands of police in 2017 than the number of black people who were lynched in the worst year of Jim Crow (161 in 1892). Police officers killed more Americans in 2017 than terrorists did (four). They killed more citizens than airplanes (13 deaths worldwide). On average in the last three years 1,100 police deaths in the United States annually of unarmed African Americans have occurred at the hands of the police with 2017 looking to be the highest total ever.
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