How the Organizers of the 1963 March on Washington Used Celebrity to Ensure Its Success

The 57th March on Washington today will look noticeably different than in years past, with required masks, temperature screenings, and a virtual alternative. However, the spirit of equality and shared humanity will remain familiar—and is as important today as ever.

The first March on Washington for Jobs and Freedom took place on August 28, 1963 and became the embodiment of what a massive demonstration could look like. It is best known as the place Martin Luther King, Jr. delivered his seminal "I Have a Dream Speech" and is considered a key turning point for the civil rights movement, leading to the passage of the Civil Rights Act of 1964. Although no one knew how important the event would be at the time, its leaders, A. Philip Randolph and Bayard Rustin, were savvy to what it would take to make an impact.

Even though Dr. King had made clear his fundamental commitment to peaceful protest, the authorities, including President John F. Kennedy, were openly concerned that the gathering would become a riot. Randolph and Rustin worked to not only spread the word, but also to generate positive public relations with the government and general public. They collaborated closely with activists like the National Association for the Advancement of Colored People NAACP and many others, including the artistic elite in Harlem, where the March on Washington headquarters were located.

A key part of their strategy was to enlist the major celebrities in their network, including Josephine Baker, Lena Horne, Sammy Davis Jr., Marlon Brando, and Paul Newman to attend and show support. Musical acts by gospel singer Mahalia Jackson, Joan Baez, and Bob Dylan (Rustin invested heavily in a massive sound system), helped contribute to the atmosphere of peaceful protest. (The media took note and attended in droves, and photographers captured thousands of images—a few of which are below.)

The massive effort and strategic marketing worked, allowing the March on Washington to be seen clearly and fully as a day of peaceful protest, friendship, and equality for all.