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Saatchi NY Launches Provocative PSA on Race, Authority & 'The Talk'

Saatchi & Saatchi New York, 2 years, 10 months ago

Youth development organisation The Brotherhood/Sister Sol rolls out new campaign

Saatchi NY Launches Provocative PSA on Race, Authority & 'The Talk'

The Brotherhood/Sister Sol, a New York-based youth development organization that has been centrally involved in the efforts to reform the NYPD’s “Stop & Frisk” police policies, has launched a provocative new campaign today to raise awareness of “The Talk.” 

Created by Saatchi & Saatchi, the centerpiece of the campaign is an evocative film that portrays several intimate discussions between black parents and their children about how to avoid potentially dangerous police encounters, but ends with a white father telling his teenage son that the police are there to help.

“The Talk” is the term often used to describe the conversation black parents have with their children, especially teenage boys, about how they should conduct themselves when they encounter the police. It is a conversation that is common in black households.

The spot draws attention to the stark contrast on this issue in black and white homes, ultimately asking the question, “Do we want one America … or two?”

According to Khary Lazarre-White, the Executive Director and Co-Founder of The Brotherhood/Sister Sol. “This spot is a powerful commentary on the historic and present day disturbing reality that it is necessary for the parents of black children to talk to our children about how to survive police encounters.  It is a video that can help parents have the talk. It is a light shined on an issue all of America needs to confront.” 

According to Peter Moore Smith, an Executive Creative Director at Saatchi, and the spot’s writer and director, “After learning about this painful discussion taking place in African American homes, I felt it was important that, first of all, everyone knows that it’s happening, and secondly, that we start to examine the reasons why. It’s our hope — and it’s my personal belief — that positive, constructive conversation about ‘the talk’ can bring about positive change.” 

The campaign also features a website and other social media elements, including the hashtag #TalkAboutTheTalk, which seek to raise awareness and spark a discussion about “The Talk.” 


Advertiser: The Brotherhood/Sister Sol

Creative Agency

Account Manager: Taylor Doyle

Creative Agency: Saatchi New York

Chief Creative Officer: Jay Benjamin

Copywriter: Peter Moore Smith

Creative Director: Johnnie Ingram

Creative Technologist: Steve Nowicki

Designer: Jennifer Shepard, Chris Kline

Executive Creative Director: Peter Moore Smith

Executive Producer: Sheldon Levy

Head of TV / Production: Tanya LeSieur

Integrated Group Director: Kedma Brown

Managing Director: Emily Wilcox

Producer: Jeong Park

Music and Sound

Audio Post Production: Sonic Union, New York, NY

Sound Engineer: Mike Marinelli


Edit Assistant: Jake Pippin

Edit Company: KYLE Edit, New York, NY

Editor: Nate Taylor

Executive Producer: Eyton Gutman

Post Production / VFX

Colourist: Lez Rudge

Post Production House: Nice Shoes, New York, NY

Production Company

Director: Peter Moore Smith

Executive Producer: Lance O’Connor, Sara Eolin

Producer: Sarah Farrand, Dave Gare

Production Company: Aero Film, New York, NY

Production Manager: Marla Whittaker

Category: Corporate and social , Safety

Genre: Dialogue , People