Dove Men+Care partners the NBPA on Commit to C.A.R.E Now Initiative

Dove Men+Care’s “Care About Racial Equity” Now works to ensure Black men are respected, supported and protected in society

Inspired by actions taken by the members of the National Basketball Players Association (NBPA) in support of racial and social justice, Dove Men+Care brand and the NBPA are announcing today a landmark partnership to help create a society where Black men and young men are cared for, respected, supported and protected.

The Commit to C.A.R.E Now Initiative will showcase, honour and celebrate the humanity of Black men whilst addressing a number of issues such as public safety, safe and fair voting, community engagement and the accurate portrayal of Black men in media.

“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 honoured 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, Unilever N.A. Beauty and Personal Care.

“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.”

The NBPA – a brotherhood of 450 players who have led the way in speaking out against racism and social injustice – continues to amplify ways in which athletes use their influence to advocate for change and stand for equality. 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.

“Our partnership with Dove Men+Care is groundbreaking because it emphasises the humanity of our players and calls on the world to see them as men – not just as athletes. We are eager and committed to systemic change that will make the world more equitable for them and for all Black men,” said Payne Brown, President of THINK450, the innovation and partnership engine of the NBPA.

As part of the Commit to “Care About Racial Equity” Now Initiative, Dove Men+Care and the NBPA will partner together on advocating for public safety in all communities. They will support efforts to get fans and consumers to sign a new petition to pass the George Floyd Justice in Policing Act of 2020 (H.R. 7120). This legislation will serve to end racial profiling and change the culture to build trust between law enforcement and local communities.

Dove Men+Care will also team up with athletes to drive safe and fair voting with the work the brand is doing with Why I’m Voting and iHeartMedia. Together, they will host multiple grassroots efforts to drive registration and educate consumers on the ways to cast their votes safely in the upcoming election, starting with weekend registration activities leading up to National Voter Registration Day on 22 September 2020.

In partnership with their local community organisations, Dove Men+Care will support athletes in their community-building efforts and help them in expanding the impact of their initiatives.

Systemic change requires long-term plans to eliminate the harmful ways that Black men and athletes are portrayed. Dove Men+Care has been 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.

When media representation perpetuates negative stereotypes that fuel racial injustice, the lives of Black men are at risk. Black Americans are far more likely than any other racial group to feel they are misunderstood by the media industry, which is why 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.

For more information on how to get involved, visit the Commit to Care Now website to take the pledge to Commit to Care About Black Men AND Care About Racial Equity and to sign the petition demanding the US Senate pass H.R. 7120.