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Category
Short Form Video / Single
Annual ID
OS22_BE042M
About the Work
The racism that Black students face in school compounded with anxieties surrounding COVID-19, the deaths of Black people at the hands of police, and the return to in-person learning has created a national mental health crisis among Black youth.
The Boris Lawrence Henson Foundation wanted to raise awareness of this crisis by shining a light on the impact of implicit bias in schools.
So, we launched “The Unspoken Curriculum” campaign to uncover the hidden lessons and racist realities that undermine, ignore, and criminalize Black students and shape how they view themselves and each other in society. Often unsaid, but never unlearned, these lessons stay with students for the rest of their lives.
To launch this campaign, we created a hero video that featured students performing a spoken word poem that told the truth of what it is like to be Black in a flawed education system. Performed by real students, the video gave a voice to many untold stories, feelings, and experiences, empowering other students to reclaim their own.
This film guided viewers to a campaign landing page which served as an information hub with mental health resources, personal testimonials from notable Black voices, sign-ups for After School group therapy sessions featuring licensed therapists, other mental health resources, and text-to-give messaging.
This film laid the groundwork for an incredibly successful awareness campaign, with coverage airing on Good Morning America, The View, and The Today Show. By generating awareness of the issues through a powerful and emotional video, we generated impressive results for BLHF, including 230K+ video views, 311,000 web site views, and over 1,400 click-throughs providing access to discussion guides, creative assets, and registrations for a Zoom-sponsored capstone fundraising event that raised more than $500k for the foundation.
The Boris Lawrence Henson Foundation wanted to raise awareness of this crisis by shining a light on the impact of implicit bias in schools.
So, we launched “The Unspoken Curriculum” campaign to uncover the hidden lessons and racist realities that undermine, ignore, and criminalize Black students and shape how they view themselves and each other in society. Often unsaid, but never unlearned, these lessons stay with students for the rest of their lives.
To launch this campaign, we created a hero video that featured students performing a spoken word poem that told the truth of what it is like to be Black in a flawed education system. Performed by real students, the video gave a voice to many untold stories, feelings, and experiences, empowering other students to reclaim their own.
This film guided viewers to a campaign landing page which served as an information hub with mental health resources, personal testimonials from notable Black voices, sign-ups for After School group therapy sessions featuring licensed therapists, other mental health resources, and text-to-give messaging.
This film laid the groundwork for an incredibly successful awareness campaign, with coverage airing on Good Morning America, The View, and The Today Show. By generating awareness of the issues through a powerful and emotional video, we generated impressive results for BLHF, including 230K+ video views, 311,000 web site views, and over 1,400 click-throughs providing access to discussion guides, creative assets, and registrations for a Zoom-sponsored capstone fundraising event that raised more than $500k for the foundation.
2022 Awards
Total Points: 3
Merit
Credits
PR / Marketing Agency
Edelman / New York
Production Company
Windy Films / Boston
Copywriter
Roma Real
Chief Creative Officer
Jordan Atlas
Creative Director
Spike Logan
Designer
Devon Anderson
Director
Abraham Felix
Editor
Tripp Clemens
Executive Producer
Will Humphrey
Producer
Jordan Berry
Kenny Reynolds
Account Supervisor
Andrea Flores
Executive Vice President
Felicia Joy
Head of Production
Harvey Burrell
Account Supervisor, Multicultural Healthcare
Tamisha Hallman
Account Supervisor, Performance Marketing
Gabriela Padilla
Senior Account Executive, Strategic Programmer
Dinah Douglas
Senior Account Supervisor
Ashley Flenoury
Senior Vice President
Amina Colter
Joe Malunda
Senior Vice President, DxI
Karl Norsen
Senior Vice President, Strategy
Laura Goldsmith
US CEO
Lisa Ross
VP Client Management
Lauren Clements
VP, Design Director
Karen Schmidt
VP, Program Director
Jen Wiebers
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