Black Lives Matter: Unsafety Check

This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.

Campaign details

Brand: Black Lives Matter Agency: J. Walter Thompson New York Country: 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 em