USA Police: #Peacemakers by Dan Flora & Joanna Reyes - #BHMASLife
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BRIEF #9 PEACEMAKERS 08.12.15
Transcript of USA Police: #Peacemakers by Dan Flora & Joanna Reyes - #BHMASLife
BRIEF #9
PEACEMAKERS
08.12.15
TEAM
Joanna Reyes- AD Dan Flora- CW
BRIEFING
Perceived severe police violence against Afro-Americans and strong anti-police Afro-American attitudes dominate the public sphere.
Deliver a campaign that breaks these stereotypes and get these parties interacting in a positive way.
KPI’S
1 million YouTube views within 2 weeks of launch #Peacemakers trending on Twitter during this time period 7,000 Buzzfeed shares during period
STRATEGIC INSIGHTS
Cops and Afro-Americans are most often brought together because of 911 calls. Due to this, their relations and attitudes towards each other are most often negative.
Question:
What would happen if we brought them together in a positive situation?
BIG IDEA
PEACEMAKERS
RATIONALE
Afro-Americans have a perceived grudge against cops wearing the uniform and its connotations.
Cops have a perceived grudge against Afro-Americans for their skin color and connotations of their culture.
Removing the visual triggers distorts these perceptions, allowing a peaceful interaction to develop.
STRATEGIC INSIGHTS
Changing the interaction to a peaceful one changes what external entities are seeing.
External entities are seeing conflict.
STRATEGIC INSIGHTS
STRATEGY/PLANNING
Shown through YouTube
Shared through: 1.Owned social channels 2.Earned social shares
Interaction channels: 1.Viewing 2.Sharing 3.Commenting 4.Participation
An faceless conversation between a cop and an African American.
DISTORTION
CREATIVE PLATFORM
CAMPAIGN EXECUTION
CAMPAIGN EXECUTION
Why Dr. Dre?
He has made the transition from using his music to perpetuate anti-police attitudes to using it to create opportunities for the
urban community.
CAMPAIGN EXECUTION
CAMPAIGN EXECUTION
Other Desired Participants
Kendrick Lamar Ray Lewis
Like Dre, leading urban voice from Compton
Spoke out against violence during Baltimore riots
CAMPAIGN BRANDING
LOGO SOCIAL MEDIA LOGO
CAMPAIGN BRANDING
COLORS TYPEFACE
CAMPAIGN EXECUTION
#PEACEMAKERS
#PEACEMAKERSYOURCITY
CAMPAIGN EXECUTION
CAMPAIGN EXECUTION
MICROSITE
CAMPAIGN EXECUTION
MICROSITE
WHAT WE LEARNED FROM THIS CASE
• Strategy backs up the idea • Separation between idea and platform • The importance of storytelling • Focusing on the communication
WHAT WE LEARNED FROM THIS CASE
With many briefs, we are focusing on a product. Here, we had to focus on
communication and perceptions of a very fragile subject that is part of the
American narrative.
Truly, a challenging and rewarding brief.
