Purpose-driven advertising agency Matter Unlimited created a call to action for the My Brother’s Keeper Alliance, an Obama Foundation initiative, featuring President Obama, Chance the Rapper and Steph Curry.
The spot, “We Are the Ones,” opens on a young man seemingly inspired by an Obama speech he watches on his cellphone to deliver an address of his own: “We are the ones to inspire our generation, to rise up, take action and stand for the opportunity of everyone.”
His message is then spread by viewers around the world—including Steph Curry, Chance the Rapper and Obama himself—who add their own voices.
“We Are the Ones” made its broadcast debut during ESPN’s Christmas Day NBA coverage. The spot directs viewers to the campaign’s landing page, where they can find the Keeper’s Code, a set of principles central to the organization and the larger conversation about racial inequality. The website also calls on visitors to submit their own additions.
Matter Unlimited CEO Rob Holzer told Adweek the Keeper’s Code, which the agency worked with MBK Alliance to develop, was “inspired by the conversations [the agency had] with young men of color across the country … about what is important.”
“What came out in our research was we know that there are a lot of Americans that identify with this issue but perhaps maybe felt a bit left out of the conversation,” Holzer said. “This gives people an opportunity to be involved and feel included in the discussion about race in America and about providing opportunity for our kids.”
My Brother’s Keeper launched in February 2014 to address opportunity gaps faced by boys and young men of color and became part of the Obama Foundation in September. Matter Unlimited’s relationship with My Brother’s Keeper dates back to when it was an independent organization and part of part of the Creative Alliance during the Obama Administration.
“I believe there’s no more important time in recent memory to be speaking and focused on these issues,” Holzer said. “The urgency is that we’re losing generations of children in America to a system that is basically stacked against kids having opportunity. The initiative is really about giving these kids hope and creating allies that truly believe these kids need the same opportunities … that other kids are getting in America and to take action.”
Holzer’s previous agency, Syrup, created Hope Act Change during the 2008 presidential primary which included a digital campaign centered around a viral “Yes We Can” video from will.i.am.