Courageous Conversation Global Foundation (CCGF): Not A Gun

Courageous Conversation Global Foundation (CCGF), a non-profit organization, highlighted the implicit racial biases among police officers in the US with its campaign that likened an innocent candy bar to a gun.


Being killed by the police is a leading cause of death for young Black men and yet, Black Lives Matter is a polarizing issue. Many brands and councils silently rooted for the campaign but declined partnering for fear of aligning themselves with something potentially “controversial.” It needed a flawless execution or would risk making an already strained situation worse.

We conducted a series of online implicit bias tests, quantitative surveys, and qualitative interviews to inform, and later test, creative executions. We found that while many have implicit racial bias, in the hands of a police officer it can deadly....

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