Industry Craft > Copywriting
THE BLOC, New York / NATIONAL BLACK CHILD DEVELOPMENT INSTITUTE / 2021
Awards:
Overview
Credits
Cultural / Context information for the jury
The ABC’s of Survival was created based on the long history of racial injustice in America and the escalation of more recent police brutality, murder of innocent Black Americans, and protests sweeping the country. In America, for generations, Black parents have had “the talk” with their children about how to survive. It’s a spoken talk that has not previously been put down to paper. It’s a talk that should not exist, yet still needs to happen. The ABC’s of Survival was created to draw attention to “the talk,” help families have “the talk,” and ultimately help end “the talk” so that this book will hopefully not be needed in the future.
Translation. Provide a full English translation of any text.
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Tell the jury about the copywriting.
The driving strategy behind the book was the tension in “the talk” itself — having “the talk” about survival with BIPOC youth was both necessary and needed to stop. The book manifests that tension with an A to Z section for children that highlights 26 critical lessons for survival in America from being “aware” or your surroundings to knowing how to remove the “mask” you wear to hide your true self. The book was created by Black parents, artists, teachers, students, and health experts and is aligned with the mission of The National Black Child Development Institute (NBCDI) to improve and advance the quality of life for Black children and families through education and advocacy. The book was created based on the lessons taught from generation to generation, 50+ years of educational leadership by the NBCDI, and the urgent need to offer mental health support for children of color.
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