The project is part of the Responsibility Program, launched by Jay-Z and Roc Nation. The NFL is also involved in the project as part of the league’s non-profit initiative, Inspire Change. The Responsibility Program has produced several PSA’s on police brutality, including a video featuring Michelle Kenney, mother of Antwon Rose. 17-year-old Rose was killed by a East Pittsburgh police officer following a traffic stop in June 2018. Kenney says she hopes the PSA will “open eyes and bring them into our world.”
The Botham spot is the first to be sponsored by the NFL.
You can watch the PSA below, or on the NFL’s social media pages. The NFL will also run a social justice-themed PSA during the Superbowl half-time, featuring Corey Jones, who was murdered by a plain-clothes cop in 2015 after his car broke down on the side of the road. Jones’ cousin is retired NFL player Anquan Boldin.
— NFL (@NFL) January 22, 2020