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DDB Honors Martin Luther King, Jr.
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To spread the message that Martin Luther King, Jr. Day is more than just a day off from school or work, DDB/Seattle unveiled its latest annual pro-bono public service campaign in honor of the visionary civil rights leader. This year, the agency chose a controversial approach, creating a print ad, direct mailing and website with content split into two sections—one for white viewers, and one for colored viewers. (The site also provides many educational features, including a timeline of the American Civil Rights Movement, a comprehensive biography of Dr. King's life and photo galleries depicting the struggle for racial equality.) By forcing the memory of segregation to the forefront, the "Remember Segregation" campaign intends to shock viewers into confronting issues of racism and discrimination that remain below the surface of society—and remind us that the extraordinary life and achievements of Dr. Martin Luther King, Jr. are as relevant today as ever.