Campaign: Unsafety Check

WPP company:
J. Walter Thompson New York
Black Lives Matter


In an emergency, Facebook’s safety check function enables people to let their family and friends know they’re safe. For Black Lives Matters’ week of action, J. Walter Thompson New York turned this idea on its head, creating a simple web app,“Unsafety Check”. By using the app, Black Americans could show that they don’t feel safe in America and highlight systemic racism.

Results & Awards:

  • 20m media impressions.
  • 40,000 unique visitors.
  • Cannes Lions 2017: 3 Gold, 3 Silver, 3 Bronze.
  • Clio Awards 2017: 2 Silver.
  • One Show Awards 2017: Gold.
  • D&AD Awards 2017: Wood + White.
  • 10 - reduced inequalities
  • 16 - peace