NEW YORK, Dec. 12, 2014 — Brotherhood/Sister Sol, has launched a provocative new campaign today to raise awareness of “The Talk.”

Created by Saatchi & Saatchi, the centerpiece of the campaign is an evocative film that 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.

Online: www.talkaboutthetalk.org

“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. It is a conversation that is common in black households.

The spot draws attention to the stark contrast on this issue in black and white homes, ultimately asking the question, “Do we want one America … or two?”

According to Khary Lazarre-White, the Executive Director and Co-Founder of The Brotherhood/Sister Sol. “This spot is a powerful commentary on the historic and present day disturbing reality that it is necessary for the parents of black children to talk to our children about how to survive police encounters. It is a video that can help parents have the talk. It is a light shined on an issue all of America needs to confront.”

According to Peter Moore Smith, an Executive Creative Director at Saatchi, and the spot’s writer and director, “After learning about this painful discussion taking place in African American homes, I felt it was important that, first of all, everyone knows that it’s happening, and secondly, that we start to examine the reasons why. It’s our hope — and it’s my personal belief — that positive, constructive conversation about ‘the talk’ can bring about positive change.”

The campaign also features a website and other social media elements, including the hashtag #TalkAboutTheTalk, which seek to raise awareness and spark a discussion about “The Talk.”

The a New York-based youth development organization that has been centrally involved in the efforts to reform the NYPD’s “Stop & Frisk” police policies.

About BSS:

The Brotherhood/Sister Sol (Bro/Sis), http://brotherhood-sistersol.org, was founded in 1995 and provides holistic and long-term support services to youth who range in age from eight to twenty-one. Bro/Sis offers wrap around evidence-based programming such as four-six year rites of passage programming, thorough five day a week after school care, school and home counseling, summer camps, job training, college preparation, employment opportunities, community organizing training, and month long international study programs to Africa and Latin America.

Bro/Sis is locally based with a national reach as they publish assorted curricula and collections of our members’ writings; train educators from throughout the nation on our approach; and advise on educational policy, violence prevention and criminal justice reform across the country and New York City.

Bro/Sis has earned national recognition for their evidence based model, receiving an array of awards, including from Oprah Winfrey, Ford Foundation, Brown University, New York Women’s Foundation, the Fund for the City of New York, Union Square Awards, and the New York State Department of Education.

About Saatchi & Saatchi:

Saatchi & Saatchi New York (www.saatchiny.com) is the largest agency in the 130 -office Saatchi & Saatchi global network, part of Publicis Groupe, the world’s third largest communications group.

Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products. This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology for elevating the status of brands created to create “loyalty beyond reason” and “inspirational consumers.”

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