Hero video
The Problem
The Boris Lawrence Henson Foundation, a non-profit organization founded by Taraji P. Henson, asked us to create a campaign to address the stigmas and biases that Black students in America face in the classroom, from teachers, faculty, and students alike.
The racism that Black students face in the education system, the murders of countless Black people at the hands of police, and the challenges of virtual learning have created a national mental health crisis among Black youth.
The Unspoken Curriculum
To address these issues, we exposed The Unspoken Curriculum: the hidden lessons taught to Black students that aren’t found in their textbooks, but stay with them for the rest of their lives. We launched a fully integrated campaign to generate awareness, give students mental health resources, and raise money to support the Foundation’s critical work. We spoke the truth about racism and mental health in the classroom to encourage society to acknowledge it, understand it and ultimately, help dismantle it.
Supporting Content
In addition to our hero video shown above, we created a series of social assets to help illustrate the underlying messages received by Black students in classrooms. These posts mimic the materials commonly found in classrooms (textbooks, posters, tests) that may appear innocent on the surface, but carry an insidious, demoralizing subtext within.
We also partnered with Taraji P. Henson, Black mental health professionals, and celebrity influencers to host “Virtual After School Hangout Sessions”, with topics dedicated to improving and supporting the mental health of Black youth.
