Outdoor > Ambient

PEACE BRIEFS

SATURDAY MORNING, Los Angeles / SATURDAY MORNING / 2018

Awards:

Silver Cannes Lions
CampaignCampaign(opens in a new tab)
Demo Film
Presentation Image

Overview

Credits

Overview

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.

More Entries from Small Scale Special Solutions in Outdoor

24 items

Grand Prix Cannes Lions
NEXT EXIT

Retail

NEXT EXIT

MCDONALD'S, COSSETTE

(opens in a new tab)

More Entries from SATURDAY MORNING

13 items

Silver Cannes Lions
PEACE BRIEFS

Small Scale Special Solutions

PEACE BRIEFS

SATURDAY MORNING, SATURDAY MORNING

(opens in a new tab)