Every creative's dream is to work with the legendary Ad Council. I had the honor of being asked to create a campaign to build on their existing Love Has No Labels initiative to specifically address racial injustice. My approach was to go beyond building awareness of this issue and to create an actionable and relatable response. The two questions that I felt would resonate are: do I have my own biases or privilege and what can I do about it ?

The typographic structure of this campaign hinges on a short and arresting tag line and a simple outlined square. With the idea of completing a call to action, I transformed this square into check boxes with a check marking completion for the solutions we recommended. The tagline would represent either a question or an action point. The first tagline contenders "What? Me? Privileged?" and "Own It" were ultimately distilled into the simple phrase "On it." This phrase connotes both action and accountability- two key components of the personal work that is required to truly make a difference in the world, however small. The proposed social media extension would be a tile that users could post as both allies and activists. The campaign was ultimately print-only and appeared in publications such as The Atlantic, Fortune, and several notable DotDash/Meredith titles.