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IPG DXTRA: Dear White Parents by Brooklyn Brothers

Client: IPG DXTRA
Date: Aug 2021
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When children as young as four years old show signs of racial bias and racism, something needs to be done. This is the thinking behind 'Dear White Parents' - an awareness campaign by IPG DXTRA, Brooklyn Brothers, the anti-racism education non-profit We Are, the Ad Council, and the Anti-Defamation League (ADL).

For generations, Black and brown parents have had 'the talk' with their children, preparing them for a world that will judge them because of what they look like.

On the flip side, in a survey about how people's views of race were influenced by their parents, 65% of white adults said their parents rarely or never spoke about race or racism. Those whose parents did speak about it, were more likely to have similar conversations with their own children, resulting in inter-generational impact. This is why the anti-racism initiative will give white parents the tools to raise a more inclusive generation.

15 months in the making, Dear White Parents emerged from the aftermath of June 2020's protests, when IPG DXTRA's chief inclusion and diversity officer Margenett Moore-Roberts felt compelled to act. So she reached out to the Brooklyn Brothers, seeking its creativity and network to help create something that would help raise an anti-racist generation.

The campaign includes a dedicated website, with a curated library of age-driven resources and discussion guides, anti-racism workshops, and discussions.

Video of Dear White Parents

It also includes a film directed by Academy Award nominee Kevin Wildon Jr., narrated by Dr. Ronda Taylor Bullock, an anti-racism educator and executive curator of We Are.

The film shares an intimate view of some enlightening, sometimes uncomfortable, family discussions focused on parents helping their children understand racism through current events, as well as their own stories about how they first became aware of racism.

Credits

Production

Dr Ronda Taylor Bullock - Anti-racist educator and Production Advisor

Director - Kevin Wilson Jr

Producer - Kenton Cummings

Executive Producers – Lisa Mehling, Pat McGoldrick, Chelsea Pictures

Executive Producer - Mary Ellen Duggan, The Den

Editor - Eric Alexander Hughes, The Den

Assistant Editors - Kayla Hashimoto

Colourist - Paul Harrison, Freefolk

Post Production - Untold Studios

Music - Gavin Brivik

Sound engineer - Parv Thind, Wave Studios

Illustration – I LOVE DUST

IPG DXTRA

Executive Producer and IPG DXTRA Head of Diversity & Inclusion: Margenett Moore – Roberts

The Brooklyn Brothers

CCO: George Bryant

Global CEO: Jackie Stevenson

Creative Director: Cali Oliver

Creative: Saffron Renzullo

Agency Producer: Sasha Mantel

Managing Director: Sarah Jones

Senior Client Director: Georgia Dixon

Head of Strategy: Will Sansom

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