#No More Black Target

#No More Black Target

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Client: New York Society for Ethical Culture
Agency: FRED & FARID

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BACKGROUND
Young black men are 3x more likely to be shot than white peers. Between 2015 and 2016, 69% of these shootings were against victims that were non-violent and unarmed.

INSIGHT
The most popular target for shooters to learn to use their firearm is a black silhouette.

GOAL

F&F try to turn the black targets to something positive and raise awareness of the danger of unconscious bias. It seeks to eliminate the use of the “human black silhouette” target.

IDEA
No More Black Targets is a collective of artists, diverse in backgrounds, ethnicities and nationalities, working in paint, digital media, pattern-making and also physical installations to bring new artwork to life. The collective stand for “More paint. Less hate.”

PERSONAL THOUGHT

I really like the execution of this idea. And also, it owns the unique insight. Unconscious bias is still everywhere around of us. Good creatives seek the real insight like this. Maybe there is some exaggeration but the purpose was clear.