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About the Work
During the summer of 2020, the nation woke up to what Black people have always experienced: deep racism throughout our country. The NAACP Atlanta wanted to address the very real symbols of racism in our communities: Confederate monuments.
Today, there are 700+ of these monuments in the U.S. and many Americans are still blind to the hate they truly represent. We needed to show them that racism is everywhere, affecting everyone, and it’s as close as their local park and county courthouse. We needed to make “invisible” hate visible.
So we visualized the issue: We created a multi-platform tool at InvisibleHate.org with an interactive map that allows users to see where these hate symbols stand, and cross-reference verified racist/violent historical documentation associated with them.
We socialized the issue: Invisible Hate gave users a creative outlet to “digitally deface” monuments with a library of augmented reality stickers on the site and GIPHY. This allowed users to create custom images expressing their views, which they could then share with the world via social media.
We humanized the issue: Through media outreach, we secured a series of interviews on outlets like Fast Company, The New Yorker, and local news stations, covering monuments in their hometowns.
We acted on the issue: Invisiblehate.org allowed users to directly contact the local representatives responsible for protecting these monuments and demand their removal.
We’ve also brokered a partnership with public broadcasting for institutional change in public schools and creating partnerships with national organizations that are doing similar programs.
Since its launch, Invisible Hate has instigated thousands of discussions, earned thousands of impressions, and from August to December 2020, 18 monuments in 9 states have been taken down.
And we did it all with no budget, donated media, and the power of public relations.
Today, there are 700+ of these monuments in the U.S. and many Americans are still blind to the hate they truly represent. We needed to show them that racism is everywhere, affecting everyone, and it’s as close as their local park and county courthouse. We needed to make “invisible” hate visible.
So we visualized the issue: We created a multi-platform tool at InvisibleHate.org with an interactive map that allows users to see where these hate symbols stand, and cross-reference verified racist/violent historical documentation associated with them.
We socialized the issue: Invisible Hate gave users a creative outlet to “digitally deface” monuments with a library of augmented reality stickers on the site and GIPHY. This allowed users to create custom images expressing their views, which they could then share with the world via social media.
We humanized the issue: Through media outreach, we secured a series of interviews on outlets like Fast Company, The New Yorker, and local news stations, covering monuments in their hometowns.
We acted on the issue: Invisiblehate.org allowed users to directly contact the local representatives responsible for protecting these monuments and demand their removal.
We’ve also brokered a partnership with public broadcasting for institutional change in public schools and creating partnerships with national organizations that are doing similar programs.
Since its launch, Invisible Hate has instigated thousands of discussions, earned thousands of impressions, and from August to December 2020, 18 monuments in 9 states have been taken down.
And we did it all with no budget, donated media, and the power of public relations.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
22Squared / Atlanta
Client / Brand
NAACP Atlanta
Production Company
m ss ng p eces / New York
Music / Sound Production Company
Racket Club / New York
Post Production Company
Uppercut / New York
Bare Knuckles / Atlanta
Chief Creative Officer
Matt O'Rourke
Content Creator
MarketSmiths / New York
Creative Director
Alex Lukacs
Creative Technologist
Ryan Srofe
Will Kanellos
Director
Gabriel Cuomo
Executive Producer
Buddy Hall
Dave Saltzman
Producer
Kate Perles
Nicholas Markus
Experience Strategy Director
Harley Jebens
Partner / Creative Director
Nick Crane
Senior Designer
Sean Lopano
Asset Partner
Sandi Bachom
Business Development & Communications Lead
Courtney Jones
CEO
Jean Tang
Chief Legal Officer
Gilly Segal
Developer
Steel Jones
Director of Business Affairs
Nancy Espinal
Director of Immersive Content
Mike Woods
Engineer
Nolan Kramer
Head of Technical Program Management
Tracey Marshall
Operations
Kim Narby
QA Engineer
Jack Zackowitz
Senior Business Manager
Jo Ella Mathis
Senior Project Manager
Malcolm Ward
Senior Technical Program Manager
Michala Darling
Video Editor
Nick Ljubicich
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