Film SELMA -UNCF & Ad Council join Paramount Pictures for PSA campaign - Unravel Ttravel TV

UNCF and Ad Council join Paramount Pictures to produce new PSA campaign, featuring footage from the soon-to-be-released film SELMA, reminding Americans that investing in young people can change the world. The television PSA features new music from artists Common and John Legend.

UNCF and the Ad Council are joining Paramount Pictures to launch a series of public service advertisements (PSAs) featuring footage from the upcoming film SELMA and original music written for the film by Common and John Legend. The :30 television spot, created pro bono by Paramount Pictures, will air on television stations in donated media around the country starting mid December 2014.

The PSAs are an extension of UNCF and Ad Council’s Better Futures campaign which aims to help African American students get to and through college by demonstrating how an investment in young people is an investment in all our futures. The campaign is a focused effort to remind Americans that their investments in education can change the life of a well-deserving student, and more importantly, the lives of generations to come.

The new PSAs feature the true story of how revered leader and visionary Dr. Martin Luther King Jr., and his brothers and sisters in the movement prompted a change that forever altered history, as chronicled in upcoming movie SELMA directed by Ava DuVernay. During this historic three-month period in 1965, Dr. Martin Luther King, Jr., led a dangerous campaign to secure equal voting rights in the face of violent opposition. The epic march from Selma to Montgomery culminated in President Johnson signing the Voting Rights Act of 1965, one of the most significant victories for the civil rights movement.

Launched in 2013, the Better Futures campaign transformed the idea of a donation to the powerful idea of an investment in the future. To convey that idea, it evolved one of the most iconic brand taglines from “A Mind Is A Terrible Thing to Waste” to “A Mind Is A Terrible Thing To Waste, But A Wonderful Thing To Invest In.” The PSAs encourage audiences to invest in students through UNCF to close the African American college completion gap and in turn improve our country as a whole.

According to UNCF, only 28 percent of African Americans who graduate from high school go on to earn a bachelor’s degree. The limiting factor is often not a lack of interest but a lack of financial assistance. UNCF scholarships play a critical role in helping more than 60,000 students attend and graduate from college each year. Furthermore, these investments last a lifetime - 94 percent of UNCF scholarship recipients return for their sophomore year and 70 percent graduate within six years. UNCF students who finish college earn more, enjoy better health and are more likely to contribute to their communities.

The PSAs encourage audiences to visit http://www.uncf.org/invest where they can see the impact of their investment, learn more about UNCF’s work and make an investment in our future. Visitors to the microsite can also interact with the “social investment calculator” which shows them what their donation amounts to in terms of impact. For example, with every $10 invested in UNCF, the social return and impact on earnings, crime, poverty and health savings are $102.

During the 41 years of its PSA campaign messaging, UNCF has had a profoundly positive impact on the lives of millions of minority students, helping to more than double the number of minorities, ages 18 to 24, attending college in the U.S. from 2 million in 1980 to 4.3 million in 2000. Annually, UNCF awards more than $100 million in scholarships, to more than 10,000 students at over 900 schools across the country.

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