NAACP
Diversity, equity, and inclusion (DEI) has come under immense scrutiny over the last year. Many businesses that once touted DEI initiatives while it was popular are now rolling them back. Worse, they’re doing it quietly. NAACP thinks consumers have a right to know, so we’re not-so-subtly shining a spotlight on these businesses. Let’s show America the truth about DEI.
To kickoff the campaign, NAACP will run print ads in The Economist and Wall Street Journal directly addressing large corporations that are rolling back DEI initiatives.
OOH
Billboards will be placed around businesses like Target and McDonald’s that have cut DEI to intrigue patrons and passersby, driving them to NAACP’s campaign site.
Digital & Social
Social and streaming ads will address businesses like Meta, Amazon, Google, and Disney that are cutting DEI.
Geo-Targeting
Geo-targeted notifications will intercept users on GrubHub, DoorDash, and Uber Eats when they are considering a purchase at a known DEI-cutting establishment.
They’ll also receive alerts when they’re walking by businesses that have cut DEI.
Take the Pledge
When people visit the campaign site link, they’ll be asked to identify whether they are a business or a consumer, and then directed to the corresponding pledge.
Consumers will receive an earnest appeal from the NAACP, encouraging them to take incremental action towards more conscientious spending. By signing the pledge, they will also receive regular text and e-mail updates from the NAACP on the latest updates of DEI in business, as well as local small business alternatives.
AD: Vanessa Gaddam