A public service campaign developed last year to fight bias, bigotry and racism is being re-launched this month with the debut of two 30-second television spots.
“
This Machine,” which showcases Oklahoma musicians speaking out about social justice and human rights, was created by a group of artists, communicators and creative professionals. You may have noticed the print ads in the Tulsa World.
The campaign benefits the nonprofit
Oklahoma Center for Community and Justice. Last year’s effort included advertisements in magazines and newspapers, a social media campaign, a concert and the website www.occjrocks.com.
“Our initial idea was to limit the campaign to print and online,” said
Russ Florence, vice chairman of public awareness for OCCJ.
“Fortunately, our photographers –
Jeremy Charles and
Kelly Kerr – shot video of the photo sessions last summer. The response to the campaign was so strong, we decided to create television spots and get the message back out into the public.”
The production of the spots was donated by Walsh Branding. The musicians, photographers, designers, video producers and creative team worked free of charge. Likewise, area media are running the public service ads at no charge.
Creators said they drew inspiration from legendary Oklahoma singer-songwriter
Woody Guthrie, who often performed with the words “
This Machine Kills Fascists” on his guitar.
For the OCCJ campaign, musicians were asked what “This Machine” means to them. They scrawled their responses with black paint, were photographed with the guitar and were interviewed about how music fights prejudice and hate.
The responses were as varied as the artists. Hip-hop artist P.D.A. chose “This machine loves you.” Red Dirt rockers Cross Canadian Ragweed wrote “This machine unites generations.” Pop singer Jenny Labow chose “This machine empowers chicks.”
The creative concept was developed by a number of Oklahomans who work in communication, design and music, including:
- (full disclosure) Jennifer Chancellor of the Tulsa World, creative concept and artist outreach
- Jeremy Charles, photography and artist outreach
- Michael Champlin, website design
- Russ Florence of Schnake Turnbo Frank | PR, creative concept and project coordination
- Steve Higgins of Williams, creative concept and copywriting
- Kelly Kerr, photography, video and artist outreach
- Andrea Myers of Bank of Oklahoma, logistics
- Darshan Phillips of Live4This, guitar lettering
- Elvis Ripley, video production
- Steve Ripley, video talent
- Walsh Branding, campaign design and television
Participating musicians and their “This Machine” slogans include:
- Erin Austin – “This Machine Relates”
- Cross Canadian Ragweed – “This Machine Unites Generations”
- Fedel – “This Machine Teaches Youth”
- Eric Himan – “This Machine Unites Strangers”
- Jenny Labow – “This Machine Empowers Chicks”
- Ryan Lindsey, “This Machine Invites Equality”
- Little Joe McLerran – “This Machine Defies Barriers”
- P.D.A. – “This Machine Loves You”
- Johnny Polygon – “This Machine Kills Monotony”
- Red Dirt Rangers – “This Machine Promotes Tolerance”
- Jared Tyler – “This Machine Spreads Love”
- Sam & the Stylees – “This Machine Obliterates Ignorance”
Several of the musicians have performed at OCCJ events during the last year.
An updated list of participating media, plus outtakes, additional photos and videos, can be found at
www.occjrocks.com.
The Oklahoma Center for Community and Justice is a nonprofit that fights bias, bigotry and racism. For more information, visit
www.occjok.org.
