Jay-Z continues to move the needle on justice and police reform with NFL-sponsored PSA featuring Botham Jean’s family

The NFL and Roc Nation have teamed up to produce a PSA, focused on the way police interact with black boys and young men. The family of Botham Jean is at the center of the PSA discussing their son, who was murdered in September 2018 by an off-duty police officer in his Dallas apartment. Botham’s mother, Allison Jean, says she hopes that black boys will no longer be seen as a threat and that the world lost a “great man” when her son was killed.

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.

https://t.co/0k9IQU4xM5
We are in this together.#EveryonesChild #InspireChange pic.twitter.com/yaH04eG2OA

— NFL (@NFL) January 22, 2020