ABOUT

BRIEF:
To create an awareness campaign for the 30th anniversary of Stephen Lawrence’s death that focuses on raising awareness of his legacy , and how we can use his story to help other young people realise their potential.
CAMPAIGN:
Our campaign platform ‘Extraordinary Ordinary’ was inspired by Stephen’s dreams of becoming an architect and making the journey from ordinary to extraordinary. Sadly, in life, he was not able to achieve this but his legacy could help others make that journey.
The campaign manifesto came to life through an emotive poem, which would be the basis for our OOH and TV campaign (37m views) – starring Baroness Lawrence and Clara Amfo.
In addition, we have selected and planned for a SLDF 30 programme. A series of inspirational talks from members of the Afro/Caribbean and African communities who have made their own extraordinary journey.
We also constructed a corporate pledge for UK businesses to state what changes they are going to make to achieve racial equality in the next 30 years.
On the anniversary weekend, our creative featured in Premier League programmes, horse racing and was posted organically by influencers and celebrities, including Jay Blades and Idris Elba. The pledge was also featured in the Financial Times and on the Order of Service for Stephen’s Memorial Service, alongside our visual assets.