JWT Explains Its Black Lives Matter App That Lets Black Americans Mark Themselves ‘Unsafe’

CCO Brent Choi also picks his 3 favorite ads

In a powerful twist on Facebook’s “Safety Check” feature, which lets users in a crisis area tell friends they’re safe, J. Walter Thompson and Black Lives Matter recently launched “Unsafety Check”—a web app that allows black people on social media to mark themselves unsafe for being black in America.

Timed to Martin Luther King Jr. Day and President Trump’s inauguration, it’s a clever and sobering way to raise awareness of the impact of race and racism on American society.

Brent Choi, chief creative officer of JWT New York and Canada, revealed some backstory about the app when he sat down with Adweek for a video interview in our ongoing “Best Ads Ever” series.

Check out the video above, in which Choi picks his three favorite ads ever (including a recent masterpiece from another JWT office)—and tells us about a certain pop star who’s been inspiring to him (and his 11-year-old daughter) lately.