Part of the NOLA For Life public awareness campaign, created by Spike DDB and New Orleans Mayor Mitch Landrieu, this spot is aimed at changing attitudes of and about young black men with regard to violence and murder.
The idea behind the campaign is that the frequent news reports that mark each murder do little more than discourage, desensitize and distract from the critical truth that these young men’s lives matter. The goal is to inspire youths to change their thinking from defeated to emboldened and then provide the resources to help them turn their lives around. In addition to reaching young men, the campaign focuses on how national and local media portray young black men, and seeks to promote a more positive media portrayal. The campaign includes television, radio, print, digital and out-of-home advertising that all transform negative headlines into positive.
// From our friends at Communication Arts