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Commit to C.A.R.E (Care About Racial Equity)

Synopsis

THE NBPA PARTNERED WITH DOVE MEN+CARE TO MAGNIFY AND AMPLIFY THE VOICES OF NBPA MEMBERS IN ORDER TO DEBUNK STEREOTYPES, REFRAME PERCEPTIONS AND CHANGE THE WAY THE WORLD PERCEIVES AND TREATS BLACK MEN AND BOYS. 

The campaign tipped off with the “In Your Eyes” national TV spot that highlighted the enemy (misperceptions about Black men) and the initiative focused on debunking stereotypes to drive change and impact lives.  The animated spot was followed by a live action spot featuring five NBPA members, along with a series of long-form digital and social content pieces. These intimate, first-person, straight to camera interviews with five of the league's most outspoken advocates of social justice and racial equality were designed to provoke thought while showcasing, honoring and celebrating the humanity of Black men. In total, eleven players participated in the campaign, sharing their personal stories of action and care in an effort to break stereotypes.


Challenge

Following the murder of George Floyd, Dove Men+Care desired to develop an impactful social justice initiative that would leverage the brand’s platforms and resources to support activism, create a more just and equitable society, and ultimately drive long-term, systemic change. They wanted to partner with game-changing athletes who are leading culture within the context of a double pandemic.

Insight

NBA PLAYERS COMMITTED TO USING THE SEASON’S RESTART IN ORLANDO TO ADDRESS SYSTEMIC RACISM WITH WORDS AND ACTIONS. THEIR PASSION FOR THIS ISSUE IS REAL AND GENUINE AND THEIR DEDICATION LONG-TERM.

A GLOBAL CALL-TO-ACTION TO COMMIT TO C.A.R.E. NOW

11 PLAYER ACTIVISTS CALL ON FANS TO COMMIT TO CARE ABOUT BLACK MEN

The partnership launched with a global call to action to “Commit to C.A.R.E (Care About Racial Equity) Now.” Two national TV spots and a digital content hub featuring first-person stories from 11 NBPA members countered negative stereotypes of Black men through compelling storytelling focused on the players’ lives and passions outside of basketball. The content highlighted all of the ways the players care for themselves, one another, their families, communities and the world, and drove fans to pledge to care about racial equity and care about Black men. Thousands of fans have taken the pledge since campaign launch. 

To empower the next generation of Black youth and young adults, and support them in amplifying their voices, Dove Men+Care facilitated a series of “Tech Talk” virtual camps for participants of five NBPA members’ youth non-profit organizations.  The mini-camps instructed participants on the development of personal websites, including “About Me” pages that showcase their individual stories, providing an opportunity for Black students to change the narrative about Black people by debunking myths. 

NBPA members featured in the campaign include Chris Paul, Jaylen Brown, Aaron Gordon, Donovan Mitchell, Danny Green, Malcolm Brogdon, Garrett Temple, Patty Mills, Tabo Sefolosha, Tobias Harris, and Norman Powell.

Results

Reach
104K microsite pageviews, 3.2M Video streams
Impressions
335M Media Impressions
Quote

“We are honored to partner with the NBPA to help drive transformative change and amplify the voices and work of the players. Dove Men+Care has always been committed to challenging the status quo and shattering stereotypes about what it means to be a man.” ESI EGGLESTON BRACEY, COO, UNILEVER BEAUTY & PERSONAL CARE

The Team

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Que Gaskins

Interim President

Josh Goodstadt

Executive Vice President, Licensing

Dan Gladstone

Senior VP, Grassroots & Business Development

Mark Rejtig

Senior VP, Brand Partnerships

Christina Norman

Head of Content

Brian Lee

Vice President, Brand & Player Engagement

Inky Son

Vice President of Licensing

Latoya Sterling

Vice President, Brand & Player Experiences

Keisha Wright

Vice President, Integrated Marketing

Chris Jean

Senior Director, Grassroots Basketball & Events

Brianna Dawson

Director, Brand Partnerships

Neil Hegde

Director, Player Engagement & Business Development

Oliver Costamagna

Director, International Market Research

John Feuerstein

Senior Manager, Licensing - Games & Digital

Khadija Campbell

Manager, Integrated Marketing

Troy Bynum

Licensing Manager

Katrina Clayton

Manager, Player Engagement

Ayana Hazeley

Coordinator, Player Engagement

Andrew Godnick

Administrative Assistant

Genesis Valle

Administrative Assistant