Why We March

Honoring the historical legacy of the 1963 March on Washington for Jobs and Freedom

OPPORTUNITY

To underscore the power and significance of how protests are embodiments of solidarity by commemorating those who demand to be recognized

A montage of various important marches in African American history, pieced together exclusively with photos from the Museum’s permanent collection

DELIVERABLE

Seizing a moment

The concept came together quickly following the announcement of the 2020 Commitment March, which marked the 57th anniversary of the March on Washington – and the climax to a tumultuous and dispiriting summer.

NMAAHC sought to honor the legacy of protesters throughout history, providing thoughtful historical context and inspiring meaningful conversations using only materials already in their archive.

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Approach

Narrated by the NMAAHC staff and drawn from 15 protests over 50 years, “Why We March” reaffirms the role of community action at the center of our democracy, drawing parallels between our pasts and our present and bridging decades of a physical experience through digital means.

Outcomes

Through this project, we began thinking in different ways and working together in a streamlined manner. This new type of content also resulted in increased traffic to the NMAAHC’s online properties.

22,000

Total views on all platforms*

9,000

All time views on YouTube*

7,500

Views on March on Washington site*