Say the Word: Reparations
Client: New Jersey Institute for Social Justice (NJISJ)
The New Jersey Institute for Social Justice empowers people of color by advocating for reparative systems that create wealth, transform justice, and harness democratic power in New Jersey. To explain the need for reparations, a frequently misunderstood and emotionally-charged topic, and to make change in New Jersey, the Institute collaborated with FableVision for a 3.5-minute PSA.
With content provided by the Institute and script co-written by FableVision, the animated PSA explains the need for reparations in a factual and compelling manner. The video walks viewers through the deeper and often overlooked history of slavery in New Jersey, explaining how and why it has been dubbed the “Slave State of the North.” The PSA includes iconic New Jersey imagery and a traffic/highway metaphor to illustrate the myriad of obstacles standing in the way of Black people’s economic success and how the state must pool together into one where everyone has the opportunity to thrive.
FableVision used a bold look and feel inspired by Vox, utilizing simple visualizations of facts for a journalistic look. Based on the Institute’s branding and colors, the video utilizes a minimalist color palette of black, white, and gold, with sparks of blue, red, and green to draw in the eye. Newark Mayor Ras J. Baraka provided the voice-over to better connect with the New Jersey audience.
The video is being circulated through the Institute’s network and social media accounts, and will be used to educate the public and promote the passing of Bill S386, which would establish a New Jersey Reparations Task Force.
A Peek Inside
Product: 3.5-minute animated PSA
Age Range: General public
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