USA Police: #Peacemakers by Dan Flora & Joanna Reyes - #BHMASLife
Context In Europe, there has been a lot of negative press around the police in the USA. Severe (perceived) violence against Afro-Americans has been dominating the image of the police force, and thus also the USA. The Afro-American community on their side has been portrayed as a community with a strong and negative attitude towards policemen as a result of the incidents. Both sides of course are facing major stereotypes against each other, pushing them further away from each other. From the media coverage, it seems like Afro-Americans are being treated differently because of their ethnic background and the prejudices that come with it. Policemen on the other hand are seen as one homogeneous group of people, driven by superiority and racist views. Just like in any situation, simplifying the world in this way is not a good basis to start from. Therefore, the USA government would like to change this. Challenge It is your job to develop an original campaign that succeeds in breaking these stereotypes. The ultimate goal is to break the current vicious circle and make both groups respect each other and start interacting with one another in a more positive way. Next to influencing these two target groups, the campaign should succeed in turning around the negative perception of other groups (and media) by showing a positive image. Deliverables Develop an out of the box campaign that is based on the same ‘big idea’ to reach and influence these specific target groups. You can make use of any communication channel you want, but be aware: you are talking to a very large and widespread audience. Basically you are talking to everyone everywhere. So make sure your proposal is scalable.
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USA Police: #Peacemakers by Dan Flora & Joanna Reyes - #BHMASLife
- 2. TEAM Joanna Reyes- AD Dan Flora- CW
- 3. 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.
- 4. 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
- 5. 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?
- 7. 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.
- 8. STRATEGIC INSIGHTS Changing the interaction to a peaceful one changes what external entities are seeing. External entities are seeing conflict.
- 10. 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
- 11. An faceless conversation between a cop and an African American. DISTORTION CREATIVE PLATFORM
- 13. 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.
- 15. CAMPAIGN EXECUTION Other Desired Participants Kendrick Lamar Ray Lewis Like Dre, leading urban voice from Compton Spoke out against violence during Baltimore riots
- 16. CAMPAIGN BRANDING LOGO SOCIAL MEDIA LOGO
- 22. WHAT WE LEARNED FROM THIS CASE • Strategy backs up the idea • Separation between idea and platform • The importance of storytelling • Focusing on the communication
- 23. 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.