In association with New Orleans Mayor Mitch Landrieu
Spike DDB and New Orleans Mayor Mitch Landrieu have created a public awareness campaign called ‘Nola For Life’, aimed at changing attitudes of and about young black men with regard to violence and murder.
The campaign is part of the Landrieu administration’s ‘Nola For Life’ initiative, and was planned in partnership with the international ad agency led by award-winning film director and producer Spike Lee, and the Urban League of Greater New Orleans.
The idea behind the campaign is that the frequent news reports that mark each murder do little more than discourage, desensitise and distract from the critical truth that these young men’s lives matter. The aim is to inspire youths to change their thinking from defeated to emboldened and then to work alongside them to flip the script on New Orleans’ future by providing the resources to help them turn their lives around. In addition to reaching young men, the campaign focuses on how national and local media portray young, black men, and seeks to promote a more positive portrayal in the media.
Launched this month, the multimedia campaign includes television, radio, print, OOH and digital components. Throughout New Orleans, billboards and OOH will showcase common headlines that broadcast murders, but the messages will visually turn negative headlines into positive ones that highlight the change and results that the ‘Nola For Life’ plan seeks to achieve.
View the spot below:
Client: Urban League of New Orleans & City of New Orleans
Agency: Spike DDB
Chief Creative Officer: Spike Lee
Executive Creative Director: Dabo Ché
Creative Director: Rachel Donovan
Associate CD: Jeison Rodriguez
Associate CD: Dan Macena
Executive Integrated Producer: Liz Haberman
Assistant Integrated Producer: Felix Messina Jr.
Digital Content Designers: Chris Cohen and Yony Arad