Ad Chief Valerie Graves Inspired Viral NAACP TV PSA on Young African American Men “Statistic”

NEW YORK - Feb. 23, 2015 - PRLog -- Twenty Medford, MA High School students and the NAACP Mystic Valley Branch are the collective face of a powerful message in a 30-second PSA going viral on the Internet, titled “Statistic.”

The black & white commercial is designed to increase self-confidence in young African-American men while dispelling some preconceived opinions that exist in the general public. The statistics presented in the PSA track positive numbers related to these young men and others across the nation.  They were obtained from sources such as the U.S. Department of Health and Human Services and the U.S. Department of Education, among others.

Behind the message is a group of advertising professionals, including Valerie Graves, president, Valerie Graves Creative and a noted African American advertising industry pioneer. The idea for the PSA was initially developed by Graves and Jack McGoldrick, head of McGoldrick Marketing, several years ago while Graves was chief creative director at the urban-oriented agency Vigilante, which is now defunct.

“At the time, my grandson was in college and it got me thinking about how the average kids who are doing ok are rarely mentioned. I was a Black mother and grandmother who wanted my creative team to bring the positive side of successful young Black men to light,” Graves recalled.

When co-writer Graves received the news from McGoldrick that the Mystic Valley Chapter of the NAACP would be producing the concept they had originally created, it was a special moment even for a veteran chief creative director like Graves.  "Advertising is full of disappointments," said Graves.  "I had accepted that NOT having ‘Statistic’ produced would be one of my biggest. Jack never did, and because of him, an important message has been given new life."

Graves is an acclaimed, award-winning advertising executive with more than 30 years of experience developing campaigns for African American, urban, female and general market consumers. As the chief creative officer of major advertising agencies, her innovative writing and vision provided an overall direction.

Her creativity for Fortune 500 corporations in categories ranging from cars to soda to burgers earned her ADCOLOR’s first legend award. Advertising Age has honored her as one of the 100 Best and Brightest. Campaigns created under Graves’ leadership have dominated the Association of National Advertisers Multicultural Excellence Awards. She is a 15-time winner of the Creative Excellence to Black Audiences (CEBA) Award and earned the Ebony Magazine Outstanding Women in Marketing & Communications Award.

Graves is renowned for her 14 years as the lead creative executive at the pioneering multicultural agency UniWorld Group, founded by Byron Lewis. Her award-winning campaigns for Ford Motor Company, Lincoln, AT&T, Kraft, Microsoft, Pepsi and Burger King Corporation ranged from relevant African American stories to celebrity spotlights including Ludacris and Steve Harvey.

Media mogul Andre Harrell tapped Graves to be senior vice president of corporate creative services at Motown Records, where she developed new business and corporate imagery campaigns for the legendary label. She also served as creative director at Nelson Communications, Inc., the health communications giant, where she created a multimedia program for World AIDS Day ’99, featuring former Surgeon General Joycelyn Elders.

“When I got my first job in advertising, I discovered my profession. When I moved to multicultural advertising, I found my calling,” said Graves.  “Nothing gives me more pleasure than accurately depicting the majesty of Black people.”

For 16 years, Graves served on the board of directors at The Advertising Club of New York and chaired its Diversity Committee. She serves on the prestigious Creative Review Committee of The Partnership for a Drug-Free America and on the Campaigns Review Committee of The Advertising Council of America.  She resides in New York City with her husband, Newsday journalist Alvin Bessent.

The “Statistic” PSA can be viewed on YouTube at  http://youtu.be/HgVNsCLd8iY



IN PHOTO:

In January 2015, advertising industry guru Valerie Graves was one of several supporters of i'mPART, an initiative of The Advertising Club of New York who rang the NASDAQ Opening Bell in honor of diversity.

PHOTO CREDIT:  Tiffany Edwards