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The King Center Adds New Meaning to Love This Valentine’s Day

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The community institution launches its new campaign to fight injustice and build community after a contentious year

The King Center Adds New Meaning to Love This Valentine’s Day
This Black History Month, The Martin Luther King, Jr. Center for Nonviolent Social Change launches 'BE LOVE', a campaign birthed amid all the uncertainty, polarisation and global tension over the past year to help society answer three critical questions: who must we be; what must we do; and what are we to accomplish?

As we also celebrate the month of love and Valentine’s Day, 'BE LOVE' urges individuals to look at love in another light – as a powerful force for good, advancing justice for all.

“The 'BE LOVE' movement is love-centred, justice-seeking and power-positive,” said King Center CEO, Dr. Bernice A. King. “We have an urgent need for a persistent vision for the Beloved Community that galvanises a critical mass of humanity for this sustainable global movement that ensures justice with peace.”

The King Center is leading the movement to implement love in a new context – love as power standing against all forms of injustice.

'BE LOVE' urges individuals to take their pledge and register for Nonviolence365 'BE LOVE Series' virtual trainings here. Nonviolence365 equips individuals with the necessary tools to navigate today’s climate and dismantle and transform unjust systems.
The love-inspired campaign is grounded in the iconic words of Dr. Martin Luther King, Jr. from his notable and inspirational writing 'Where Do We Go From Here: Chaos or Community'. In the writing, Dr. King professes that: “Power at its best is love implementing the demands of justice. Justice at its best is love correcting everything that stands against love. We invite people to join us as we use the power of love to overcome our current circumstances of injustice and inequity. Together, we have the capacity to create a more just, humane, equitable and peaceful world but we must make the commitment to BE LOVE as we implement the demands of justice and correct all forms of systematic injustice. As my father, Dr. Martin Luther King, Jr. once said, ‘Injustice anywhere is a threat to justice anywhere is a threat to justice everywhere.’”

'BE LOVE' has a three-pronged call to action: Be Love; Build Community; and Influence and implement policies that promote the creation of a more just, humane, equitable and peaceful world. This mandate drives inclusion, practicality, and togetherness, beginning with a pledge encouraging global citizens to commit to this call to action.

“Be empowered by love to take action and fight injustice to create the community we all deserve to live in,” said Taos Wynn, the project manager for the 'BE LOVE' campaign. “Take the pledge. Join the movement February 2021.”

Click here for more information on 'BE LOVE', to take the pledge and register for Nonviolence365 'BE LOVE Series' virtual trainings.

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Client: The King Centre


Creative agency: BBDO

BBDO Worldwide CCO: David Lubars

BBDO ATL CCO: Robin Fitzgerald

Senior Director: Khari Mpagazehe (BBDO NY)

Account Manager: Cameron Carr (BBDO NY)

Strategy Directors: Kristin Tolbert (BBDO NY), Emily Grim (BBDO ATL)

Creative Directors: Mary O’Keefe, Mike Hanley (BBDO ATL)

Associate Creative Directors: Anna Taylor (BBDO ATL), Temnete Sebhatu, Joe Russomano (BBDO NY), Stephanie Fernandes (BBDO SF)

Art Directors: Alee Bono (BBDO LA), Teiano Lesa (Energy BBDO)

Copywriters: Colin Hodges (BBDO ATL), Amani Brown (BBDO LA), Madeline Stoiber (Energy BBDO)

Sr. Designer: Jason Wong (BBDO NY)

Director of Design Innovation: Stewart Devlin (BBDO NY)

Senior Integrated Producer: Reid Howard (BBDO ATL)

Studio Director: Brad Castlen (BBDO ATL)

Interactive Producer: Chava Quinn

QA Manager: Jimmy McGee

UX/UI Designer: Clara Santamaria

Production Design Lead: Ray McGale (BBDO NY)

Senior Post Producer: Allie Kolb (BBDO NY)

Studio Director: AJ Rowe (BBDO Studios NY)

Head of Content Operations: Andrew Osborne (BBDO NY)

Post Producer: Morgan Ammons (BBDO Studios NY)

Animation: Ross Holter

Web Development: M16 Marketing

Copy Editors: Mary Scott, Noelle Plachta (BBDO ATL)

Creative Resource Manager: Natalie Taylor (BBDO NY)

Senior Project Manager: Becky Ocampos (BBDO ATL)

Project Manager: Laura Paulino (BBDO SF)


Media: Hearts & Science

Senior Director, Strategy: Julianna Bowman (Hearts & Science ATL)

Director, Social & Search Investment: Samara Nelson (Hearts & Science NY)

Associate Director, Digital Investment: Elijah Halpern (Hearts & Science NY)

Director, OOH Investment: Meghan Walsh (Hearts & Science NY)

Negotiator, OOH Investment: Clay Lenahan (Hearts & Science NY)

Senior Director, Local TV & Radio Investment: Karen Hoyt (Hearts & Science ATL)

Supervisor, Local TV & Radio Investment: Andriena Coleman (Hearts & Science ATL)

Senior Director, National Video Investment: Robin Beattys (Hearts & Science NY)

Director, National Video Investment: Krista Venedam (Hearts & Science NY)

Director, National Video Investment: Lesley James (Hearts & Science NY)

Director, National Radio & Audio Investment: Robert Hunt (Hearts & Science NY)

Supervisor, National Radio & Audio Investment: Lara Lieberman (Hearts & Science NY)

Senior Director, Print Investment: Julie Hirsh (Hearts & Science NY)

Supervisor, Print Investment: Gillian Golub (Hearts & Science NY)

Assistant Negotiator, Print Investment: Alexa Dayan (Hearts & Science NY)


Public Relations: Fleishman Hillard

Senior Partner and General Manager: Jerry Tolk (Fleishman Hillard ATL)

Senior Vice President: Chavonne Jones (Fleishman Hillard NY)

Global Diversity Champion: Gaetane Joseph (Fleishman Hillard ATL)

Categories: Corporate, Social and PSAs, Diversity and Inclusion

BBDO New York, Thu, 11 Feb 2021 11:00:09 GMT