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Ad of the Day: 'Dear White Parents' urges families to educate their kids against racism

Dear White Parents is an awareness campaign by IPG DXTRA, Brooklyn Brothers, We Are, the Ad Council and the ADL

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.

It also includes a film directed by Academy Award nominee Kevin Wildon Jr and 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.

To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

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