The YWCA Until Justice Just Is campaign spotlighted in the previous post features a billboard (depicted above) with a headline that reads: As Long As They Can’t Breathe, We Can’t Stop.
Who’s They and who’s We? Kinda feels like We are talking about They—i.e., Them people…
Also, there’s way too much copy for a billboard, the call-to-action is illegible, and the client’s logo is too small.
The Until Justice Just Is campaign from the YWCA is explained as follows:
The YWCA is famous for its advocacy and support for women. But the organization has also stood on the front lines of eliminating racism for well over a century. As the racial divide in the U.S. deepened and grew more painful following the death of George Floyd, calls to the YWCA poured in from corporations and individuals who were looking for a strong, visible partner to focus their efforts and resources in fighting for the end of racial injustice.
At this crucial moment, we worked hand in hand with the YWCA to reassert that its mission served—and advanced—the modern-day movement of social justice among people of color. The “Until Justice Just Is” platform, launched over the July 4 holiday, went beyond conventional campaign thinking to provide an actionable way for major corporations and individuals make an enduring commitment: they signed a visible pledge to act and joined the YWCA to eliminate institutional racism through their donations, and through the implementation of new policies and procedures within their own organizations and lives.
VSA Partners—an enterprise hyping itself as “a hybrid brand strategy and design agency”—hatched the concept. A peek at the firm’s leadership shows the place looks like a standard White advertising agency, and the creative team taking credit for the work appears to be a predominately Caucasian crew.
As VSA Partners is listed among the corporate signers of the visible pledge, maybe they’ll consider dismantling the institutional racism in their own offices and lives. Otherwise, the YWCA should think about replacing VSA Partners with the Village People, who are more diverse and at least have experience with the YMCA.
