WPP has today launched a new pro-bono campaign for the Stephen Lawrence Foundation to mark the 30th anniversary of his tragic murder.
Created by a team of WPP agencies, ‘Extraordinary Ordinary’ will break in the run-up to Stephen Lawrence Day this Saturday (22 April).
The campaign will be centred around a touching poem that celebrates the young man’s legacy, written by BCW and read by Baroness Lawrence (Stephen’s mother) and TV presenter and radio host, Clara Amfo.
Supporting the event is a 30-second direct response TV spot that address the potential of young Black Britons to excel, encouraging them to create a lasting legacy for future generations.
Produced by creative agency Hogarth, the film will be featured across Sky, Channel 4 and other key national stations from today, backed-up by a nationwide out-of-home campaign featuring a unique illustration of Stephen.
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“The success of this campaign is a testament to the powerful potential of coalition and allyship at corporate scale. This project lies at the intersection of one of the most important generational social justice stories and the boundless imagination of the world’s most compelling storytellers,” Stephen Lawrence Day Foundation CEO, Jess Neil said.
“The diversity of the project team, from the most senior stakeholders to the creatives behind the screen and the talent on it, was a determining factor in the success of the creative process and the power of its output. By retelling Stephen’s story in a joyful and forward-facing way, we can honour his legacy while creating a more hopeful future for the next generation.”
Around £1m of pro-bono media was secured by WPP for the campaign. Media planning was led by EssenceMediacom, with the out-of-home campaign receiving support from by J C Decaux, Alight, Open Media, TFL and Ocean.
WPP UK president, Karen Blackett added: “The Stephen Lawrence Day Foundation is a driver for change which is why we are proud to partner on this #ExtraordinaryOrdinary campaign. It challenges individuals to live up to their full potential, a possibility denied to Stephen. We hope that #ExtraordinaryOrdinary inspires young people everywhere.”
