Jan 30

Jan 30 Uncuffed

The NFL Weighs In On Police Violence Through A PSA for Super Bowl 54

“I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color.”

Colin Kaepernick, former San Francisco 49ers quarterback, would say these words, and then some, to explain why he decided to take a knee during the national anthem back in 2016. As 70% percent of the NFL players are black, Kaepernick’s actions stuck as heroism as he helped bring greater national awareness to the pain of police brutality.

Now, the NFL will incorporate a public service announcement on the murder of Botham Jean, a black man killed in 2018 at the hands of a Dallas police officer, into the format during the Superbowl.

Jean, 26, was killed at the hands of Police Officer Amber Guyger because she believed he was in her apartment.

The NFL revealed a two-minute PSA clip on Jean. It narrates through the type of person he was through the eyes of his loved ones.

“Botham was in his apartment watching football, eating ice cream, and the officer came in and killed him” said Jean’s sister, Allisa Charles-Findley.

“Botham was everything to us,” said Jean’s father, Bertrum, with great emotion. “I just can’t do without him being here. I looked forward to the day Botham would have gotten married, having kids. Life is not sweet anymore.”

With the efforts and collaboration of Roc Nation and the NFL, the PSA will be aired to help create awareness of social injustice. The league will certainly have the audience with over 20 million viewers worldwide. The Superbowl ads--humorous and intriguing—are nearly as much draw as the game. The buzz creates the most valuable air time in media as ads cost around $2-$3 million to be aired before and after the game and $5-$5.6 million to be aired early on during the game.

Botham’s legacy will continue through the Botham Jean Foundation, a non-profit organization created by his sister to help provide support and other resources to families impacted by police violence.

The irony of the timing is the fact that Kaepernick’s former team, the 49ers, will be playing in this year’s Superbowl without him.

--Kia Lisby