Social Awareness Campaign

In collaboration with partners; Goodby, Silverstein & Partners, The Mill, and Courageous Conversations, we unveiled a groundbreaking initiative in Detroit: the introduction of a concept vehicle unlike any other: the all-new DWB (Driving While Black). This innovative concept served as both a bold statement and a thought-provoking inquiry into the safety concerns faced by black drivers in America today. Against the backdrop of a nation where the acknowledgment of racism is widespread yet often elusive within individuals' own spheres, DWB emerged as a catalyst for initiating a courageous conversation on this pressing issue. The debut of DWB in Detroit marked the commencement of a multifaceted campaign strategy, combining elements of an awareness blitz, a AR experience, a tie-in with the North American International Auto Show, and comprehensive content capture endeavors aimed at amplifying the message's reach. Our commitment to this vital conversation remains steadfast as we continue to advance this important work, fostering ongoing dialogue and advocating for meaningful change within our communities. Lesson: Hard conversations are hard. Learn to be comfortable being uncomfortable.