Starting today, people walking around the Boston’s Seaport can experience the Boston Uncornered Photo Project Exhibit, a series of 30 stunning, 5’x8’ black and white portraits of former gang members and public figures including Patriots Captain Devin McCourty and Boston Mayor Marty Walsh. It highlights our shared humanity as we work together to end systemic racism, gang violence and urban poverty. The installation will be on view from October 6-25 on Seaport Common located at 85 Northern Avenue in Boston.
Teak talked to Phil Johnson, Founder and CEO of PJA Advertising + Marketing who came up with the idea for the project that has helped uncorner minds and raise awareness of Boston Uncornered, College Bound Dorchester’s solution to gang violence, and systemic generational urban poverty.
What inspired PJA to create the Uncornered Photo Project?
We had been working with College Bound Dorchester on a pro bono basis for a number of years when they asked us to brand their solution to urban poverty that supports gang-involved youth and helps them pursue college degrees. Aaron DaSilva, our Executive Creative Director, coined the expression Uncornered and it stuck. It literally described what this program aimed to do: move young men and woman from the street corner to college. It then took on a more metaphorical meaning. Gang-involved youth not only had to free themselves from the corner, but they had to Uncorner their minds and change their perspective. Mike, O’Toole, the President of PJA, really crystalized the idea during a speech where he said that all of us, regardless of our circumstances, know what it means to be cornered in life. And if we’re lucky and have the right resources and support, we know what it means to be Uncornered. I loved that interpretation of Uncornered and wanted to bring it to life and make it real.
That’s when I turned to my friend, the talented photographer John Huet, who has spent his career photographing sports stars and celebrities. The idea was to portray former gang members and successful figures in the same light, to find their common humanity and let them share a story about a moment when they became Uncornered. We know that some corners are more perilous than others, but we all know what it means to be cornered at some time in life. And we all know how powerful it can be to become Uncornered.
What do you hope visitors to the exhibit will learn from it?
Above all I hope people can enjoy the photography. These are beautiful portraits that capture a range of human experiences. And the stories reveal the resiliency, strength, and faith that allow many of us to persevere through life’s hardships. Anything we can do to increase our empathy for other people is good for our society. It’s powerful to see people like Mayor Walsh and Ayanna Pressley juxtaposed next to former gang members.
What is the significance of the exhibit being shown in the Boston Seaport? How is it different from the other places it has been shown?
We were honored that WS Development invited us to show the exhibit in one of their public spaces. They have done an amazing job of using the Seaport to engage people. On a deeper level I know that WSD wants to share the message that the Seaport is accessible and welcoming to all the people of Boston. This exhibit underscores that commitment.
Six new portraits have been added to the exhibit – how were the subjects chosen and what do they add to the exhibit?
From the start the idea has been to pair Uncornered students and College Readiness Advisors (CRAs) with public figures – some famous some less so. We wanted to continue with that tradition. Devin McCourty, the Patriots captain, has always used his celebrity to support the causes he cares about, and he has been a vocal supporter of the Boston Uncornered program. He was named the Uncornered Champion of the year in June. We also have two important people from the Seaport District: Charlayne Murrel-Smith from the Boston Children’s Museum, and Idalia Grant, from the South Boston Neighborhood House. Giovanni Morris, and Antonio Franklin are Uncornered students who receive support from the organization’s College Readiness Advisors like Ron Hopkins, a mentor who has lived their struggle. If their stories don’t touch you nothing will.
What makes the exhibit such an effective way to deliver the Uncornered message?
As an advertising agency, our purpose is to help sell amazing things to the world’s toughest buyers. What could be more challenging and rewarding than getting people to see the potential in formerly gang-involved youth who have the capacity to transform themselves and ultimately our cities. Photography has the power to let us inside a person’s life and create empathy.
Why is it important for advertising and marketing agencies like PJA to be involved in the push for social change, especially right now?
Of course, our purpose is to help our clients succeed, but we never lose sight of the fact that great communications can help drive change that matters in the world. We feel a responsibility to use that power when we can. As we like to ask our corporate clients: What are you fighting for?
