Mindshare: Dove Men+Care’s Commit to C.A.R.E. (Care About Racial Equity)

Black & white close up image of a man

Mindshare: Dove Men+Care’s Commit to C.A.R.E. (Care About Racial Equity)

Changing perception of Black men

Research shows that misrepresentation of Black men in media and culture contributes to negative stereotypes that fuel racism in the US. Black men are 150% more likely to be described as criminal and 60% more likely to be described as threatening, compared to white men. Dove recognised the acute need to dismantle barriers that prevent Black men from experiencing care.

So Mindshare together with Dove Men+Care and the National Basketball Players Association created and announced a landmark partnership and content series, Commit to C.A.R.E. (Care About Racial Equity), to help create a society where Black men are cared for, respected, supported and protected.

The initiative amplifies the voices of some of the most recognisable and revered Black athletes today. Partnering with 11 NBA stars, the content series explored how racial injustice impacts them, affects their families, and fuels their passion for activism.

From there, the programme moved from voices to action, including hosting voter registration drives, supporting legislation like the George Floyd Justice Policing Act, and holding a Men’s Summit to debunk myths surrounding Black men, and more. To empower the next generation, the team created a series of Tech & Talk virtual camps, in partnership with the players' charities.

The videos, stories and calls to action were hosted on a dedicated microsite – committocarenow.com – and content was distributed through paid media, driving people to take the Commit to C.A.R.E pledge, and join the fight to end racism.

The campaign achieved a 12% increase in brand awareness and a 24% increase in association of Dove Men+Care advocating for racial equity.