I am My Brother's Keeper
President Obama launched the My Brother’s Keeper (MBK) initiative in 2014 to help close opportunity gaps for young boys and men of color to ensure that they all have the chance to reach their potential. Two and a half years into the initiative, however, there was virtually no awareness of MBK outside of government circles. MBK needed a public facing campaign that would raise awareness of the systematic issues and barriers facing these young men, and galvanize the public to take ownership of - and support - these young boys and mens’ futures.
The launch PSA, which premiered at the MTV Movie Awards in April 2016, features President Obama.
Matter Unlimited developed a strong visual system to act as the badge for MBK; a stamp signifying people’s support for the initiative and their commitment to support young boys and men of color. We launched at the MTV Movie Awards on April 11th with a video that drove to a campaign site, with information on MBK, influencer videos, and a range of ways for people to get involved. The video was incredibly well-received, performing significantly above industry benchmarks and sparking online conversation and support via #IAmMBK. But this is just the beginning, watch this space!
IamMBK.org provides ways for people to sign up to mentor and get more involved with the campaign.