Black Lives Matter movement: advert-body-3 by JWT Atlanta

JWT Atlanta and actress/activist Kat Graham, along with director Darren Genet, Vann Graves and Graham partnered to create a video for Black Lives Matter titled 'At Risk Youth.'

The spot calls attention to the senseless killings of innocent African American adults and children. With the tagline, “Wearing a hoody shouldn’t be probable cause,” the video takes us through the hurtful aftermath after a black teenager is shot and killed by the police. For black Americans, one wrong decision, one choice, can turn into a death sentence.

This idea came to fruition when Graves’ wife was pregnant with his son – the same year Michael Brown, Eric Garner and Ezell Ford were killed by police officers. Then, Laquan McDonald and 12-year-old Timar Rice were killed just days before Graves’ son was born. Horrified by the realization that his innocent, beautiful son would be coming into a world that already doesn't value his life, he understood that this is not a black/white police officer issue, but an issue on the value of black lives.