TO SUPPORT THIS UNPRECEDENTED UNDERTAKING, BET AND ITS CORPORATE PARTNERS WILL DEDICATE $25 MILLION TO THE “CONTENT FOR CHANGE” CAMPAIGN THAT WILL FOCUS ON RACIAL JUSTICE, ECONOMIC EMPOWERMENT, EDUCATION, HEALTH AND
NEW YORK, NY June 11, 2020 —Today, BET announces its overall social justice initiative “Content for Change,”an expansive campaign anchored in the principle that media plays a pivotal role in shaping and driving individuals’ and communities’ values, perceptions and actions.
BET’s “Content for Change” initiative will focus on:
· Racial Justice
· Economic Participation
“For forty years, BET has been a unifying space for Black people to be seen, heard, showcased and celebrated.
Under the “Content for Change” initiative, BET will significantly expand BET’s relationships with and support of social justice organizations’ efforts to drive change.
To support this unprecedented undertaking, BET and its corporate partners will dedicate $25 million to the Content for Change initiative in aggregated value.
In the wake of the tragic death of George Floyd and on the heels of the SOS COVID-19 Relief Effort which raised $17 million, and the series of recent BET News specials, BET is launching this initiative to drive the creation and consumption of content that will help address the issues underlying pervasive racial inequities.
