THE WEAPON CAMPAIGN
BLACK LIVES MATTER AD CAMPAIGN
The Weapon campaign is a physical and digital ad campaign for the Black Lives Matter organization. The ads are asking a direct question, “Does this look like a weapon?” while showing ordinary objects that were mistaken as weapons, resulting in sudden deaths of African Americans. These are real items related to real instances. The purpose of the campaign is to raise awareness of the BLM mission and its online presence.
Targeted audiences are older males and females, whom of which aren’t sure why the BLM organization was created. With dark backgrounds contrasting from “weapons” in the center, and the question in bold white at the top of each ad component, it invites the viewer to stare and think. The darker hues provide a strong and stoic tone. The campaign is meant to blend the idea of serious social injustice with the fact that it is a part of everyday life. Three posters include QR Codes linked to the Black Lives Matter website.
The offshoot poster below of the graphic poster or magazine ad is an interactive installment among public transit locations. This will require a passerby in a subway station or at a bus stop to point their camera to the QR code. The QR code would immediately move the phone screen to these two prompts containing names and the ideology behind the interactive poster itself.
SOCIAL MEDIA CAMPAIGN
There are also 2 social media campaigns (one for their strong Twitter following and one for Snapchat shareability). With social media being BLM strongest presence, the campaign aims to strengthen the digital connection and grow a more prevalent physical connection.
