Why we march

Exploring the Historical Legacy of the March on Washington for Jobs and Freedom.

We visualized nearly 60 years of community activism and protest movements for racial and social justice in the United States through photography from the National Museum of African American History and Culture’s permanent collection. Featuring a range of iconic images from the 1963 March on Washington for Jobs and Freedom through the Women's March in 2017 and the Black Lives Matter movement, "Why We March" illustrates how marching is a sign of solidarity, reflecting a community whose voices and bodies come together to demand recognition and the promises of democracy.

Working closely with the museum’s lead historians and curators, I delved into the wealth of personal stories, photographs, and objects of historical significance. I interviewed the curators, talked about the 1963 March on Washington for Jobs and Freedom, and explored the history of marches as a form of protest. I listened. And learned. And let the story tell itself.

The images are inherently powerful. We added movement and a subtle parallax effect on some of the photographs. The voice-over has a rhythm like the beat of feet on the ground, hypnotic, energized, and inspiring momentum.

We won 7 Telly Awards (4 Gold, 3 silver), including Gold for best writing.

Creative Director/Copywriter: Cat Penfold