‘Dear White Parents’ shifts the burden of talking about race to families with the privilege to ignore it – AdAge.com

Posted By on August 18, 2021

In an industry where CDOs are usually tasked with reviewing creative near the end of the process, after most of the important decisions have been made, this project stands out:the creative concept originated withIPG DXTRAs chief inclusion and diversity officer, Margenett Moore-Roberts.

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After days of watching multi-racial crowds around the world protest the murder of George Floyd, I started wondering what kind of impact we could make if we were able to encourage and equip more white families to discuss race with their children early and often, in a similar way that Black families have been doing for generations, she says. Could we bend the 400-year-old trajectory of racism and create a new reality around race for the next generation?

A website houses the full film, along with a discussion guide created by the ADL and anti-racism workshops for families. The Ad Council is including the film as part of its Racial Justice Series, and it will run in donated media placements.

A team drawn from IPG DXTRA agencies collaborated for several months to create the platform, including strategy and creative and film production from The Brooklyn Brothers, content development, earned and social media and comms from Golin, website development from Hugo & Cat, media from Resolute Digital, influencerengagement and talent from R&CPMK and creative consulting from Weber Shandwick.

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'Dear White Parents' shifts the burden of talking about race to families with the privilege to ignore it - AdAge.com

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