American Family Insurance and TIME Honour the Legacy of Dr. King’s March on Washington 60 Years Ago

August 28 marks the 60th Anniversary of the March on Washington and Dr. Martin Luther King Jr.’s 'I Have a Dream' speech. To honou9r the occasion, American Family Insurance, in partnership with TIME, has assembled an integrated campaign which builds on American Family and TIME’s ongoing partnership dating back to 2020. At that time, American Family Insurance partnered with TIME to launch an interactive immersive project called 'The March', bringing the March on Washington to life via a virtual reality exhibit. Now, the companies have collaborated to create an integrated campaign which includes a tribute video (“60th Anniversary”), 30-second commemorative spot (The March), and series of social videos. The videos were produced following the 'Honoring the March Impact Family Dinner' event earlier this month (August 10) and feature such notables as abolitionist Yusef Salaam, actress Yara Shahidi, Olympic athlete Ibtihaj Muhammad, and Bernice A. King, daughter of Martin Luther King Jr.

"We are honoured to have partnered with TIME over the last several years to honor the legacy of Dr. King’s historic March on Washington 60 years ago,” said Telisa Yancy, president of American Family Insurance Group. “As a company, we are dedicated to inspiring and protecting dreams. We believe that his moment is about both of these things: inspiring the next generation and protecting the rich history and legacy of Dr. King and his vision for each of us."

The commemorative ad will debut on August 28 and will run throughout the day on media purchased by American Family Insurance. The digital tribute and social media videos will also be posted throughout the day. Later this year, TIME and American Family Insurance will announce the second annual 'Dreamer of the Year' Award.

In addition to American Family Insurance and TIME, other partners involved with this commemorative campaign include Elite Media, American Family’s creative agency partner, TIME’s Red Border Studios (Production) and Performics (Media).