The commercial featured the names of well-known civil rights leaders, including actors, writers, clergy, and other well-known Americans. It was a protest against how Alabama police enforcement had treated the Rev. Martin Luther King Jr.
A case called New York Times Co. v. Sullivan was initially filed against the publication in 1960 over errors in a full-page editorial fundraising advertising for civil rights called "Heed."
L. B. Sullivan, an elected city commissioner in Montgomery, Alabama, who was responsible for overseeing the neighborhood police, filed the complaint. Sullivan simply had to demonstrate that there were errors and that they probably damaged his reputation in order to succeed under Alabama law. A jury gave him a $500,000 damage award, which was a significant figure at the time.
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