For the past 15 years, DDB/Seattle has created a pro bono public service campaign supporting Martin Luther King Jr. Day, which, as Cathy Carl, the agency's VP-business development, notes, "should be more than just a day to sleep late." Along those lines, this year's segregation-themed project, which features a newspaper ad, a direct mail package and a website, is, in its own way, remarkably edgy, packing a genuine apartheid punch. "Founded in the core belief that segregation is, was and has always been wrong, this campaign is intended to make people stop, think and perhaps get a little uncomfortable in the process of realizing the modern-day importance of Dr. King's life," says ECD John Livengood. "It's from this feeling of being pushed outside your comfort zone that real action and progress can be made." We open with The Seattle Times newspaper ad; see the PDF for the direct mail piece