It seemed like one national crisis -- the coronavirus pandemic -- was enough to challenge brand marketers, many of whom chose to celebrate and thank frontline workers. Now another national crisis, inspired by the racially charged killing of George Floyd, has erupted, and some major brands are making their views known. A new PRNEWS survey indicates that 43 percent of PR professionals are featuring diversity and inclusion content in their internal and external messaging.
PRNEWS cites several major brands taking action, including Nike, who launched an ad last Friday in which the company changed its memorable "Just Do It" tagline to a strong anti-racism message with the plea, "Don't Do It." Capitol Records, a label with a long history of black artists, said they would observe "Black Out Tuesday," pausing all business on Tuesday, June 2 in solidarity with Black colleagues. The NBA Washington Wizards, based in D.C., issued a united statement from its players that, among other things, stated, "We will no longer shut up and dribble." All of these examples prove that brands cannot be tone deaf.
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