Google

Mock Campaign, 2020

A Google take on Gentrification.

SCENARIO: Google wanted a Black History campaign that would raise a call to action and inspire others to be moved in advocating for the equality of Black lives all throughout the month of February 2021. For four weeks, a theme is explored using letters in

G O O G L E.

THE G

Week 1: Fighting the thematic erasure of Black existence in neighborhoods. The "G" is symbolic of both Google's name and the fight against gentrification. Through this creative design, Google explores Church Hill of Richmond, Virginia, and launches an awareness campaign to the world consisting of fundraising for the youth, fairness to all, and a fight worth fighting for: to help them stop the eradication of their beloved neighborhood basketball court.

"These are the courts the students feel most "at home."

Inspired by The Impacts of Gentrification on the Youth of Church Hill, a predominantly Black neighborhood in Richmond, Virginia.

A series of fifteen interviews (10 male and 5 female) were conducted through Church Hill Activities and Tutoring (CHAT), an organization that uses mentoring relationships to improve youth educational outcomes.

Students enjoyed coming to this open home to play basketball and spend time with the residents. Some would spend time in the living and dining room areas until tutoring began, while others would go outside and immediately start a game of ball.

CHAT not only allowed students to use this home space to play basketball and hang out with their friends but provided a safe space that was family-friendly and ensured a positive livelihood for the youth and their activities there.

Here's what the students had to say:

"With such transformation set to take place at this recreation area, in interviews conducted I asked students how they would feel if these basketball courts were no longer available for them to spend time at. To this question, Christopher replied, “I mean, it would suck but it is what it is, and we’ve been hearing a lot about the [housing] projects going away."

"Like these residents, the youth of Church Hill will be losing a playground and basketball court that they call their own due to new housing units being developed on the land."

Basketball plays such a huge theme in the childhood, making, and becoming of Black youth. If you remove the one thing that makes them feel at home, you have emotionally disrupted all they have ever known. It's not just a ball, it's a way of being.