The children’s network Nickelodeon went off the air for eight minutes to play a video centered around the ongoing racial injustice and police brutality that has inspired protests across the country.
- Nickelodeon aired a video for eight minutes, 46 seconds, with the title “I Can’t Breathe.” The video featured someone breathing in and out during the entirety of the video. Eight minutes, 46 seconds is a reference to how long George Floyd — an unarmed black man who was killed when a white police officer knelt on his neck — was in police custody, according to The New York Times.
- The video ends with a call to text and join the Color of Change organization.
- Small clips of the entire broadcast surfaced on social media. MTV aired the entire video, which you can watch below in its entirety
- Nickelodeon preceded the video with a short message that announced the network would go off the air to support justice, equality and human rights.
- The network shared its declaration of kids’ rights as well:
Social media had a number of reactions to the video. Some expressed concern that the video was not helpful for children and might be seen as scary. But others suggested the video is a helpful tool to teach people about injustice.
Nickelodeon.— Upmind! (@Upmind_) June 2, 2020
Growing up, they were pivotal in mine, and a whole generations development as children and adolescents.
In 2020, they have proven that they aren't afraid to side publicly what is right.
This video played on all of their channels for 8 minutes and 47 seconds.
People griping at Nickelodeon for the "I Can't Breathe" spot. Claiming that it's "not the right platform" & that it is scaring their children— Patrick Scott Patterson (@OriginalPSP) June 2, 2020
It should scare your children.
If they learn of injustice from a cable network instead of their parents then that's on the parents.
Per CBS News, Viacom CBS President/CEO Bob Bakish said a number of networks, including BET, CBS Sports Network and Nickelodeon, would go dark across platforms for 8 minutes and 46 seconds to honor George Floyd at 3 p.m. MT on Monday.