Racial Equality

The Black Lives Matter movement in Spring 2020 prompted the largest push for racial equality this country has seen in a generation. It is not controversial for a brand to stand against systemic racism.

Sadly, since the initial wave of support in June 2020, racist countermovements have been successful at changing the narrative around the Black Lives Matter movement, distracting from systemic problems that need to be addressed in this country and portraying civil rights demonstrators as cop-haters. It is more important than ever that brands stay strong in their unwavering support for racial equality.

Navigate the resources below by moving through each of the 4 tabs, from “Get Started” to “Take More Action.”

1. Get Started

2. Messaging Tracks

3. Deployment Playbooks

4. Take More Action

Step 1: Tips for making a strong statement

Start here for tips on how to craft strong messaging, both internally and externally.

Step 2: Dos and Don’ts

Be sure to check your messaging against these dos, don’ts and other considerations to ensure your statement won’t accidentally prompt backlash.

Step 3: Statement Starters

Unsure of how to start crafting your statement? Use these prompts to begin.

Step 4: Glossary

Word choice matters. Consult this glossary for nuanced terms in helping you choose which is right for your brand’s own voice and position.

More: External Messaging Guidance

Use these tips for messaging through your brand channels, including social media, email lists, and website.

More: Internal Messaging Guidance

Use these messaging templates as a starting point to draft emails to employees and investors about a highly sensitive and deeply personal topic.

Once you’ve crafted your statements, consult our Deployment Playbooks to ensure you’re setting yourself up for both short-term and long-term success.

Want to double-check your messaging before deploying?

Book a private 1:1 consulting session with a Brands Take Action expert to ensure your messaging is strong, on-brand, and sets you up for success.