BLACK IS HUMAN: protect and serve
How do you pull the trigger on a child? You don't see him as one. Research shows that black boys are seen as older, less innocent, and more prone to police brutality. To change the hearts and minds of America, I set out to shoot a scripted PSA called If I Grow Up. However, as we listened to what most of the boys actually wanted to become, we uncovered a story much more profound.
Within a couple of weeks the PSA series received about 300,000 views on Facebook alone. This content provided a strong launch for the Black is Human brand, gaining almost 4,000 Facebook fans out of the gate. While one video can’t stop police brutality, it did help shift the narrative.
COPYWRITER: Dominique Monet I DIRECTOR: Dominique Monet I CREATIVE DIRECTOR: Lisa McConnell