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.
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.
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.
“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
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