On August 23, 2020, 29-year old Jacob Blake, a Black man, was shot in the back by a white police officer in Kenosha, Wisconsin. The shooting, which left Blake partially paralyzed, came on the heels of a summer marked by nationwide protest and outrage over confrontations with police that had claimed the lives of Black Americans like George Floyd, Breonna Taylor and Elijah McClain.

In response, MTV, in partnership with Color of Change created a :30 PSA to raise awareness and promote action via our partnership with Color of Change.

The :30 second spot aired the week after the shooting, within the 2020 Video Music Awards.