Saatchi & Saatchi New York New Campaign Asks America to Confront Difficult “Talk”

A provocative new campaign from Brotherhood SisterSol—a youth organization centrally involved in reforming NYPD’s “Stop & Frisk” policies— focused on raising awareness of “the Talk” that takes place in black households across America.

Created by Saatchi & Saatchi New York, portrays several intimate discussions between black parents and their children about how to avoid potentially dangerous police encounters, but ends with a white father telling his teenage son that the police are there to help. The spot draws attention to the stark contrast on this issue in black and white homes, and asks the question, “Do we want one America … or two?”

"The Talk" is the term often used to describe the conversation black parents have with their children, especially teenage boys, about how they should conduct themselves when they encounter the police.

We believe this initiative—which also features a website and social media elements—has the power to effect cultural change, and get America “Talking About The Talk.”

While this oftentimes painful discussion is a commonplace in African-American households, many white homes are unaware these conversations are even taking place. Coming in the wake of the recent grand jury verdicts in the Michael Brown and Eric Garner cases—and with ongoing protests across the country—the spot could not be more timely or prescient.