"Peace Briefs", ending violence with underwear ✊🏾


It makes me upset that we have to think of creative ways to stop things that are so obviously wrong. This initiative was created by SATURDAY MORNING an organisation that helps promote peace, generate love and raise awareness of injustices to create change and understanding between all races. As a response to the rising deaths of black communities due to police brutality in America, SATURDAY MORNING ditched their idea to create a campaign, and instead, created a product to bring peace, Peace Briefs. 

23 Peace Briefs Saturday Morning Afrobrands Afroblush.png

In the United States, police brutality and violence in the black community has increased in alarming numbers year after year. More people died at the hands of police in 2017 than the number of black people who were lynched in the worst year of Jim Crow (161 in 1892).

Police officers killed more Americans in 2017 than terrorists did (four). They killed more citizens than airplanes (13 deaths worldwide). On average in the last three years 1,100 police deaths in the United States annually of unarmed African Americans have occurred at the hands of the police with 2017 looking to be the highest total ever.

Instead of creating an advertising campaign SATURDAY MORNING created a underwear. Being forced to raise your hands, or lay on the ground during an arrest creates a rare opportunity to display a message of humanity and understanding. The waistband of 'Peace Brief' undergarments are a billboard to deliver a message of peace.

1 Peace Briefs Saturday Morning Afrobrands Afroblush.jpg

Relying on traditional media was inefficient and financially impractical to make the kind of impact necessary to cause change. Therefore, they found a way to create constant awareness for both police and the community they serve. Leading them to a simple idea—Let’s put the messaging in the hands of the community. MY LIFE MATTERS I’M A FATHER PLEASE DON’T SHOOT I’M NOT ARMED These messages became billboards to create empathy and state clearly that despite colour or socio-economic status we are all humans first.

2 Peace Briefs Saturday Morning Afrobrands Afroblush.jpg