A star-studded line-up of 25 celebrities, including Alicia Keys, Bono and Rihanna, have taken part in a poignant video detailing the 23 ways you could be killed if you are black in America.
The video - shared by millennial-aimed news site Mic and also starring the likes of Beyonce, P!nk, Taraji P Henson, Chris Rock and Lenny Kravitz - tells the story of black Americans who lost their lives for surprising reasons, most recently the fatal shootings of Philando Castile and Alton Sterling by police officers in Minnesota and Louisiana respectively.
Filmed in black and white, the litany of stars is seen regaling the "mundane" true stories of how many have been killed to highlight racially-inclined police brutality in the US.
Mic's senior staff writer Jamilah King explained how she originally created a list of "23 everyday actions punishable by death if you're black in America", revealing it was to "prove a point".
"I decided to compile a list of all the seemingly mundane interactions with police that have led to high-profile black deaths," she wrote.
"I did this to prove a point: There is a tax on black life in America, and we are better than this."
Alicia Keys then organised a host of high-profile celebrities to get involved in reading the list out in front of the camera, all the while remembering each and every man and woman who became a victim of their "everyday actions".
Some of the reasons listed included "riding in your girlfriend's car with a child in the back", in memory of Castile, and "selling CDs outside of a supermarket", in regards to Sterling.
Others spoken about in the video include Sandra Bland (failing to signal a lane change) and Renisha McBride (calling for help after an accident).
The video post has since been shared on Twitter more than 32,000 times, using the hashtag #23Ways to raise awareness on racial injustice.
Adding to the emotive and powerful post, Jamilah signed off: "We must tell the world that our lives matter no matter how controversial that point has become."