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B la c k
February 16, 2000
Focus ►-
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istory
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for Youth March for
Integrated Schools
Bv J anus A dams
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continued
4
been u n d e rre p re sen te d am ong
combat troops in previous wars,
their deployment in Vietnam evoked
charges that blacks soldiers were
bearing an unfairly large share of
the burden. At the time, African
Americans represented 9.3 percent
o f U.S. armed forces personnel, but
15 percent o f the infantrym en
serving in Vietnam were black.
Moreover, between 1965 and 1967,
African American soldiers suffered
20 p e rc e n t o f all b a ttle fie ld
casualties in Vietnam. Most glaring
was the discrepancy in rates of
conscription: In 1967, 64 percent
o f eligible blacks were drafted,
compared with only 31 percent of
eligible whites. At the time, 98.5
percent o f the officials serving on
local draft boards were white. At
the end o f the war, 7,115 African
American troops had died in the
conflict, representing 12.2 percent
o f the total U.S. w ar dead.
for Malcolm X
By T i l t
S l IIOMBlRli C tM tM
Born in O m ah a, N eb rask a as
Five years after the Supreme Court
found segregated public schools
unconstitutional and thus illegal,
little had been done to desegregate
schools. Labor leader and Civil
Rights activist A. Philip Randolph
issued a call to protest. It was billed
as the “Youth March for Integrated
S chools.” On A pril 18, 1959,
2 6 ,0 0 0 stu d e n ts o f all ra c e s
answered the call at the Lincoln
M em orial. W ith them cam e a
n a tio n a lly c irc u la te d p etitio n
Malcolm X is shown addressing a Harlem rally in front o f the Hotel bearing the signatures o f 250,000
Theresa, a black-owned business. On September 19. I960, PremierNikita fellow voices o f protest. Among the
Khrushchev o f the Soviet Union, Malcolm X, and Dr. Fidel Castro, o f day’s high points were a youth
delegation to the White House and
Cuba were overnight guests at the establishment.
a speech by Dr. Martin Luther King.
M alcolm Little dropped out o f
school in the eighth grade. He moved
to Boston, then Harlem, becoming
a hustler and a pimp. Forming a
burglary ring in Boston, he was
arrested and sentenced to prison in
1946. W hile incarcerated, he was
converted to the teachings o f Elijah
Muhammad, leader o f the Lost-
Found Nation o f Islam. Following
his parole in 1952, Malcolm became
a minister and the Nation’s most
effective evangelist. He headed its
H arlem m osque and organized
te m p le s from coast to coast,
recruiting thousands o f members
and
g a in in g
a d d itio n a l
sy m p a th iz e rs. A m id g ro w in g
te n sio n w ith in th e N a tio n ’s
hierarchy and the evolution o f his
own spiritual beliefs, he resigned
from the Nation in 1964 and formed
his own Muslim Mosque, Inc., in
Harlem. He made a pilgrimage to
Mecca the same year, changed his
name to El-Hajj Malik El-Shabazz,
and embraced the traditional Islamic
faith. He was assassinated at the
Audobon Ballroom in Harlem in
1965, shortly after he founded the
O rganization o f Afro-Am erican
Unity.
z
■r
for Zebra Advertising
It w as official: w hat she had
accomplished in giving a positive
Page 7
face and form to African Americans
viaadvertising was historic. Inspired
by that recognition, the Smithsonian
Institution opened its Caroline
Robinson Jones Collection at the
Museum o f American History on
October 29, 1997.
There were cotillion photos from
her early days as one o f ten chi ldren
from Benton Harbor, Michigan, and
a business portrait from her “fear
and fun” days of the 1960s, when
she was the first African American
to be hired and trained in the
hundred-year history o f J. Walter
Thom pson, the w orld’s largest
advertising agency. The “challenges
and rewards” o f the 1970s saw her
co-found two agencies - Zebra and
Mingo-Jones. On her own in the
1980s, w ith c a m p a ig n s that
“blended sophistication and soul,”
she changed the way the public
viewed blacks. By the 1990s, she
was advertising’s Woman o f the
Year. In an industry that had made
the plantation slave images ofUncle
Ben and Aunt Jemima synonymous
with rice and pancakes, Jones’s
courageous talent helped give print
and television ads a black face that
was human and glamorous.
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