THE BRIEF: Black lives are disregarded throughout our country, and INFINITI wanted to do its part not just to voice support, but in creating meaningful change.
THE IDEA: We partnered with INFINITI to make sure they supported the Black community and created long term change within their organization. They planted a flag in the ground and promoted Black organizations on their organic social channels, halted their advertising so as not to take space from Black voices at a crucial time, donated to Black organizations, and began changes internally to make ensure not only diversity but support for diverse employees.
We picked four organizations for INFINITI to split their donation across, and crafted posts to both guide INFINITI’s commitment and invite their audience to join them in doing so.
“We are disabling comments, as our support for Black Lives Matter and the Black community are not up for discussion.”
“We’re pledging to do better. In this moment, and in the long term, to support the Black community in as many ways as we can.Our first step to doing our part is to halt our advertising, to make more space for Black voices on social media. We’ll be dedicating our social media to organizations we are supporting and donating to, in hopes that you will join us.”
“The NAACP has spent decades fighting for and creating unprecedented, revolutionary change. Please join us in supporting the NAACP and their mission to ensure a society in which all individuals have equal rights without discrimination based on race.”
Experiencing racism and harassment has a deep impact on the mental health of Black communities and individuals. Black Emotional and Mental Health Collective (BEAM) is dedicated to the emotional and mental health of the Black community. Join us in supporting them in their training, movement-building and grant-making, and in their vision to create a world where there are no barriers to Black healing.
