Dove Men+Care and the National Basketball Players Association (NBPA) have announced a partnership for the Commit to C.A.R.E (Care About Racial Equity) Now Initiative, a campaign designed to showcase, honor and celebrate the humanity of Black men while addressing a number of issues such as public safety, safe and fair voting, community engagement and the accurate portrayal of Black men in media.
The campaign was inspired by the NBPA’s recent protests, and refusal to play, due to racial discrimination and police brutality.
"Black men and our community have been suffering far too long from the negative portrayals that have been built into our society, which is why we are honored to partner with the NBPA to help drive transformative change and amplify the voices and work of the players,” said Esi Eggleston Bracey, chief operating officer for Unilever North America’s Beauty and Personal Care division.
“Since its inception, Dove Men+Care has always been committed to challenging the status quo and shattering stereotypes about what it means to be a man. We all have a responsibility to advocate for racial equity, including challenging the misrepresentation of Black men to help save lives. This partnership will help us work towards a brighter and more just future.”
As a part of the campaign, Dove Men+Care is dedicating resources and joining the athletes to help advocate for racial equity, take action with them in their communities and encourage fans to do the same.
Dove Men+Care and the NBPA have agreed to partner together on:
Access to safe and fair voting: Dove Men+Care will team up with athletes to drive safe and fair voting with the work the brand is doing with Why I'm Voting and iHeartMedia, hosting multiple grassroots efforts to drive registration and educate consumers on the ways to cast their votes safely in the upcoming election.
Community engagement: In partnership with their local community organizations, Dove Men+Care will support athletes in their community-building efforts and help them in expanding the impact of their initiatives.
Accurate portrayals in media: Dove Men+Care is committed to shattering stereotypes about what it means to be a man and is devoted to building an equitable and just world that cares about Black men and shows how they care. Before the end of the year, Dove Men+Care will unveil an initiative dedicated to changing the way the media industry portrays Black men, and therefore the narrative of Black men and boys.
"Our partnership with Dove Men+Care is groundbreaking because it emphasizes the humanity of our players and calls on the world to see them as men – not just as athletes,” said Payne Brown, president of THINK450, the innovation and partnership engine of the NBPA. “We are eager and committed to systemic change that will make the world more equitable for them and for all Black men,"
For more information on how to get involved, visit CommitToCareNOW.com to take the pledge to Commit to C.A.R.E. and to sign the petition demanding the U.S. Senate passed H.R. 7120.