NMM Picked to Commemorate Landmark De-Segregation Ruling

The civil rights community needed to get the word out; fifty years after the Supreme Court ruled against separate but equal, the nation's schools continue to be segregated by race and resources.

The Leadership Conference on Civil Rights Education Fund developed the editorial message. For the creative campaign, it turned to New Media Mill to develop a multi-media campaign to bring the messages of 16 civil rights leaders to web sites throughout the Internet.

Leaders from NAACP, NOW, Urban League, Human Rights Campaign told their stories as New Media Mill cameras rolled.

The result: a campaign dubbed "Realize the Dream," which included incisive testimonials about the promise of Brown. Radio actualities of the best sound bites were offered for download.

New Media Mill encoded the media in three formats for streaming and placed them on www.civilrights.org. To spread the message as widely as possible, the clips were also distributed to the websites of other civil rights organizations.

Special interactive slates at the end of each clip allowed users to "click through" to www.civilrights.org, where they could learn more about the Brown v. campaign.

As an added bonus, New Media Mill created a poster from the video clips showing the 16 civil rights leaders.

"We are grateful to LCCREF for allowing us the creative freedom to shoot and conduct these interviews," said producer Stew Harris. "By shooting against a white sike, we got an edgy look. Two cameras, one close up and another wide, allowed us to cut the interviews in a way that presented these important leaders at their very best."

Producer: Stew Harris, David Goldberg
Editor: Gabrielle Weiss
Camera: Gabrielle Weiss
Client: Leadership Conference on Civil Rights Education Fund