For the past two weeks on Boston Common, a vibrant, dramatic example of corporate social responsibility has been attracting a lot of traditional and social media attention, while changing people’s minds about the potential of gang members to be positive change agents in our city.
It is the Uncornered Photo Documentary Project – a collection of 26 larger than life, 5’x8’ photos and stories featuring a bold mix of some of the biggest names and most recognizable faces in Boston politics and business alongside those of former gang members who are being paid to pursue college degrees. Participants include Congresswoman Ayanna Pressley, Boston Mayor Marty Walsh, and Police Commissioner William Gross.
The exhibit taps into our universal humanity. Each person in the exhibit reflects on a time in their lives when they felt cornered by something – racism, sexism, poverty, substance abuse, or personal tragedy – and how they found the strength and support to turn their lives around. The subjects are further united by each one being photographed in front of the same stark white background. Visitors see that gang members have the strength to overcome adversity and they have dreams for a positive future for themselves and their families, just like anyone else.
The exhibit is an example of corporate social responsibility in two ways. First, is the way it was created. It is the brainchild of PJA Advertising + Marketing , which for more than two years has worked pro bono to use its branding and marketing expertise to give a name and identity to nonprofit College Bound Dorchester’s Boston Uncornered solution to urban violence and poverty. “We believe that marketing has the power to change the world,” says PJA CEO Phil Johnson. “Whether it’s helping introduce new technologies or addressing urban violence we want PJA Advertising to create societal value.” PJA brought in renowned photographer John Huet, who also generously donated his time to the project.
The impressive roster of participating business leaders is another example of the power of the business community to be part of the solution to problems like gang violence that are holding back the economic growth of cities like Boston. They include Miceal Chamberlain, Massachusetts President of Bank of America; Jim Rooney, President and CEO Boston Chamber of Commerce; Karen Kaplan, Hill Holiday Chair and CEO; Linda Dorcena Forry, Vice President of Diversity, Inclusion and Community Relations, Suffolk Construction; and Paul Francisco, Chief Diversity Officer, State Street Corporation. Their participation shows their support for Boston Uncornered’s mission and the need for businesses like theirs to take an active role in creating social change.
Why does the exhibit work so well and what can we learn from it?
- Images are powerful – The old adage that “a picture tells a thousand words” is definitely in play in this exhibit. Photographer John Huet asked each of the people he photographed to think about the moment when they felt cornered. This led to portraits that reflect a powerful mix of emotional expressions – anger, sorrow, defiance, pensive reflection, and even amused disbelief that challenge the viewer come closer and read the powerful stories that accompany them.
- Stories make strangers relatable – Reading the powerful stories of both Boston Uncornered students and public figures makes the viewer go beyond titles and labels to see them as people with a depth they may not have realized before.
- A new word can change the conversation – PJA came up with the unique word “Uncornered” to describe College Bound Dorchester’s solution to urban poverty that pays former gang members to go to college. “The Uncornered brand began as a simple expression for how to get gang-involved youth off the corners and into college. It grew to be an expression for that moment when a person’s life changes course and finds new direction,” says PJA President and Partner Mike O’Toole. Since the word is unique – it has become an effective brand for College Bound Dorchester that is easy to search and instantly evokes its mission of ending gang violence and systemic generational urban poverty.
- Creating a public moment attracts attention – Just like in real estate, the right location can be everything. The placement of the Uncornered Photo Documentary along a well-travelled pathway in one of Boston’s best known landmarks – Boston Common – during summer when both tourists and residents are happy to spend time outdoors has maximized attention for the exhibit. It brings the stories of Boston Uncornered’s students, peer mentors and leaders to a new audience who may not have been aware of them.
You can see the Uncornered Photo Documentary Project through September 5.
