By Gail Davvis-Carter (ListenGive Writer)
We know him as Dr. Dre, Billionaire and Founder of Beats By Dre. Dr. Dre’s life did not begin with enormous wealth. He grew up in the urban area of Compton, California and known to friends and family as Andre Romelle Young. In Compton, it was more of surviving gangs, drive by shootings, figuring out where their next meal would come from and how they would pay their bills. Its a life unimaginable to many people in the United States. Many people in the United States deem communities like Compton to be unsafe to live in. Yet, not unlike many parts of the world in developing countries where families are fighting for survival every single day, Compton struggles very much with the same issues.
What is the #StraightOutta Somewhere – Rep Your City Campaign? During the summer of 2015, Universal Pictures partnered with Beats By Dre to promote Dr. Dre’s biographical movie, “Straight Outta Compton.” What the Beats By Dre Company realized that everyone is from somewhere in the world. Why not have each person celebrate where they are from. So an integrated campaign was carefully curated to celebrate every person simply by typing the name of their city and uploading their image. This campaign became so popular that celebrities, United Nations to President Obama uploaded their own images. The United Nations utilized the campaign to spread knowledge of the growing Refugee crisis was absolutely profound.
Why would ListenGive deem this as a powerful campaign? It brings people together. Very simple, yet very powerful. It has everyone realize that we are all the same as human beings. We wake up the same in the morning. We put our clothes on the same way. Our ethnicity, backgrounds, shapes, sizes, religions are to be celebrated rather than feared . For many, it may not seem like a big deal to see your image and city online as a meme. But when people in urban neighborhoods, developing countries and refugee camps experience seeing their culture or a person from their locale represented, they feel they can navigate out of their circumstances and build a better life. When a campaign like this comes to life, it acknowledges that anyone is able to overcome where they are now whether you are a CEO of a company that is failing or a refugee living on the dirt in remote region somewhere in the world.
Cannes Lions brings a wealth of creativity to provide us with solutions that is so simplistic and yet have the strongest impact worldwide.
Would you have imagined that a young man from the tough urban streets of Compton, California, would have ever shown us we are all the same and can overcome our circumstances the way he has?