Inspired by a safety feature on Facebook, the web-based Black Lives Matter app was a sobering response to being black in America. The original function allows people to inform their friends on Facebook that they are safe in the event of a natural disaster, terrorist attack or similar catastrophe. Created by ad agency J. Walter Thompson New York for the advocacy organization, 'Unsafety Check' was a way "to let the world know how you feel, to come together and resist."
Designed as part of a week of action that took place between Martin Luther King Day and the presidential inauguration, the initiative allowed American social media users to mark themselves unsafe. Allies who haven't experienced being black in America could also mark themselves unsafe to show their support.