MLK
RememberSegregation.org decided the time had come for a forceful reminder and a revival of a visceral connection to the meaning of the civil rights struggle in the U.S. On a shoestring budget, DDB Issues & Advocacy was asked to take the message to the classroom and start a dialogue with teachers about including the state of racism today in America in their lesson plans. In addition, DDB was tasked with developing a website and driving people to take action and learn more about Dr. King and his message at RememberSegregation.org.
We chose to confront users with a simple message that would define their experience from that point forward; multiple touch points,,each forcing the user to a profoundly uncomfortable consideration — “white or colored?” “Segregated columns” in a newspaper ad, “separate entrances” on a direct mail envelope, “separate web pages” for white and colored — a literally and symbolically divided communications campaign.
The website featured a segregated landing page that barred users from entering until they clicked either the white or colored links. Making use of iconic archival photography, as well as video and audio clips from the era of Dr. King, RememberSegregation.org provided users with an overview of the civil rights struggle in the U.S. The campaign was awarded two Cannes Lions (Silver – Online, Silver – Integrated Campaign) and a Webby (Best Home Page) and named Macromedia Site of the Day.
Like the blast of a fire hose at a civil rights march, the core idea took the online audience off guard. We created “White/Colored” banner ads, linking to RememberSegregation.org’s segregated landing pages.
Full-page newspaper executions greeted readers with a jolt.. The ads instructed white readers to read one side of the page and colored readers to read the other. Two separate sections of copy flowed down the page and came together in one powerful sentence at the bottom of the ad: (“…perhaps one of Dr. King’s greatest legacies is the way in which he brought so many Americans together.”) In the end, readers were asked to visit the campaign website to learn more.
With one entrance for white people and a separate entrance for colored people, the direct mail piece was meant to spark dialogue about the nature of segregation. It directed recipients to the website for lesson and communication planning.
Newspaper columnists and bloggers were engaged to facilitate the dialogue about racism and segregation. Incorporated into it all was the key message to visit RememberSegregation.org to take action and learn more.