Last month, the founder of 56 Black Men, Cephas Williams made public a moving letter he had penned to his son Zion, who was born in the midst of the George Floyd protests.
The Letter to Zion, was written as a vehicle to bring about continuous dialogue and tangible change regarding the Black community and wider landscape.
In the letter, Williams pledged to: "build an alliance in the UK, an alliance of Black people and our non-Black allies, everyone who is brave enough and forward-thinking enough to stand with us, shoulder to shoulder to help create the change we need to see. Offering myself as a conduit that connects enlightened soft power to black renaissance and hopefully inspires others to join me on this vision."
To achieve this, he created an organisation called the Black British Network, devised as a custodian for this trajectory, that could help to focus efforts on making sure that by the time Zion is 20 years old, he is not fighting the same battles of today.
Over a month later, and Williams has caught the attention of industry leaders with the likes of Phil Thomas, Keith Weed, Stephen Woodford, Jude Kelly, Barry Cupples and Paul Polman lending their support.
With the support of the out-of-home industry, the Black British Network has profiled the letter on a massive scale, for the world to read. Led, planned and coordinated by Talon, the campaign will run in November and December, and into 2021, across sites donated by Blow Up Media, Clear Channel Outdoor, JCDecaux, Ocean Outdoor, Open Media, Maxx Media and Smart Outdoor.
The distinctive black and white creative copy-led messaging, which includes the iconic end-frame image of Williams holding his son, has been developed and created by Grand Visual.