Weekly #1-Similar Yet Different

1. SIMILAR YET
DIFFERENT
Fall2020
Huahua Liu
ADVE 709 Creative Strategies
Prof. Gauri Misra-Deshpande

2. BLACK LIVES MATTER
Black Lives Matter is a decentralized political and social movement advocating
for non-violent civil disobedience in protest against incidents of police brutality
and all racially motivated violence against black people.

3. Black Lives Matter: Unsafety Check

4. UNSAFETY CHECK
US activist movement Black Lives Matter raised awareness of race and
racism by provocatively appropriating a Facebook feature.

5. Unsafety Check
■ Black America is in a state of emergency. People are being harassed, beaten and
killed while doing everyday activities. By hacking Facebook's "Safety Check", we
created the Unsafety Check – a simple and provocative web app that allows people
to mark themselves unsafe for being Black in America. We launched this new way to
protest systemic racism on Martin Luther King Jr. Day, the same week of Trump’s
Inauguration. In the end, we united Black Americans and their supporters of all
races to stand together and fight for their right to feel safe

6. Raise awareness,
Build empathy,
Engage users and help them take action
against the social injustices that impact
Black America.

10. Black Lives Matter: Unsafety Check
■ In 2016, the election of controversial President Trump as well as the rise of hate
crime to as high as 35% prompted BLM to act in order to raise awareness of racism
in the US.
■ The organization hacked Facebook’s “Safety Check” function and turned it into
"Unsafety Check", a way for black people to express how unsafe they felt and share
the message with family, friends and followers.
■ The feature was launched during BLM's week of action and could be used by people
of all colors to show their solidarity.
■ The initiative gathered 20M media impressions, was widely covered and saw the
participation of several celebrities; as well as receiving positive reactions from
mainstream media, the campaign also won several awards.

11. DOVE HAIR:
MY HAIR MY CROWN
Dove, a personal care brand, elevated Dove Hair's brand equity in the US
through a product-agnostic campaign designed to spark a national dialogue
around broadening the narrow definition of beautiful hair.

12. The CROWN Act: Working to eradicate race-
based hair discrimination

13. DOVE: The CROWN Act
■ Kelly Rowland and Dove released "Crown" across all major digital streaming
platforms and debuted the music video on a national stage during the most talked
about music event: the 2019 Grammy Awards. Viewers tuning into "E! Live From The
Red Carpet" were able to hear a special message from Kelly Rowland inviting them
to listen to the song and inspire a dialogue. Led by rich 1:1 interviews with Kelly who
shared her personal hair story and her on-set experience with the young girls in the
film in target national music, women's, entertainment and teen media, PR
communicated the meaningful purpose behind the song and drove visibility for the
real stories that inspired it. Ultimately, the brand needed to tell the story to two
generations – encouraging women to help change the narrative around the
definition of beautiful hair and encouraging girls to be confident in wearing their hair
however they choose.

15. Dove Hair: My Hair My Crown

16. Dove Hair: My Hair My Crown
■ Dove looked to further its mission by identifying a range of real stories in the media
of hair discrimination and bullying.
■ Dove discovered that 71% of girls look to music as an influential factor in their lives,
inspiring the brand to reach girls through this medium.
■ Dove partnered with Kelly Rowland to create a power anthem that would ignite
conversation, help break down the narrow definition of beautiful hair and encourage
girls to feel confident in wearing their hair how they choose with the resounding call
to wear it proud – my hair, my crown.
■ The campaign achieved 927MM impressions, over 1,500 earned and social media
placements including 22 one-to-one interviews with Kelly.

17. P&G THE TALK
P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful
(MBIB) community-building program in the US by creating a short film that highlights
conversations that black parents have to have with their children about bias.

18. P&G The Talk
■ Compel people to understand the impacts of racial bias on black families, lead the
conversation around bias, and start the journey to end it
■ Showcase P&G's/MBIB's ongoing commitment to diversity, inclusion and tolerance;
and, show black parents they are heard, understood and supported
■ Revitalize MBIB's content, making it timely and reflective of what matters to black
women Imbue MBIB with purpose and a call-to-action with lasting impact
■ Raise the American conscience around bias, break barriers that feed bias, and rally
voices to influence action and positive change through dialogue that establishes
common ground

19. P&G The Talk

20. P&G The Talk

21. P&G The Talk

22. P&G The Talk
■ MBIB needed to be relaunched in a way that would drive awareness and relevance
by expanding the conversation past outward beauty to the areas in a black woman's
life that make her beautiful (her family, culture, identity and community).
■ Black mothers often must prepare their children for biases that may soon affect
their lives.
■ P&G launched a two-minute film entitled The Talk, which brought to life this
important aspect of black lives by depicting the inevitable conversations black
parents have with their children about bias.
■ The campaign garnered over 1.71 billion earned media impressions across over 900
placements and 92% of earned impressions had positive or neutral sentiment.

23. THANK YOU!