For Netflix’s ‘When They See Us,’ Branded Content Becomes a Powerful Educational Tool

The Atlantic’s creative marketing group led project

On May 31, Netflix released Ava DuVernay’s long-awaited miniseries When They See Us, a 4-part dramatic look into the wrongful imprisonment of Raymond Santana Jr., Yusef Salaam, Korey Wise, Antron McCray, and Kevin Richardson—otherwise known as the Central Park Five. For the bulk of the weekend, the conversation has largely centered on the elements of the infamous case that still plague communities of color today at a disproportionate rate, such as false arrests and mistaken identity.