Campaign details
Brand: Black Lives MatterAgency: J. Walter Thompson New YorkCountry: USA
Campaign summary
This case study of a mobile-first social media campaign for Black Lives Matter (BLM), a US grassroots, activist movement, is a provocative rethink of Facebook's existing feature "Safety Check," which lets people declare themselves safe in national emergencies.
"Unsafety Check," a simple and provocative social web app, allows black people on social media to mark themsleves unsafe for being black in America.
- Timed to coincide with Martin Luther King Jr. Day and President Trump's inauguration, the Unsafety Check app was seen...