OBERLAND Purpose Tracker

March 9, 2021

OBERLAND Purpose Tracker


If we learned anything in 2020, it’s this:  Your brand’s silence is louder than ever.

OBERLAND research found that nearly 2/3 of Americans believe that brands’ actions taken over the past year will lead to sustained social change. Consumers in the post-2020 era expect brands to play a leading role in social advocacy and action, across a wide array of issues from systemic inequities to democracy to sustainability. 

It’s simple: brands are no longer defined only by the products they sell or the industries they exist within, but by their ability to inspire and lead meaningful, systemic change. 

Below is a live roundup of campaigns from brands across industries and sectors as they take a stand for causes greater than themselves. Check back every few weeks to see the latest players and campaigns making an impact. 

Learn how brands can take action in 2021 (and beyond) in OBERLAND’s Purpose Forecast. 

May 2021

Purpose: Gender Equality (Pride 2021)
Brand: Unilever 
Campaign: United We Stand
  • Unilever selected to effect change in five cities that are among the worst places to live for LGBTQ+ people: Monroe, Louisiana; Moore, Oklahoma; Clemson, South Carolina; Florence, Alabama; and Cape Girardeau, Missouri
  • To highlight the issues of these cities, a Black female transgender filmmaker Tourmaline created films that will go live starting June 7. 
  • Unilever will then work with local nonprofits in each city to combat issues faced by LGBTQ+ individuals.
Purpose: Gender Equality (Pride 2021)
Brand: Skyy Vodka
Campaign: Coming Out (Again)
  • Skyy’s new campaign “Coming Out (Again) encourages people to support the LGBTQ+ hospitality industry, one of those hit hardest by the COVID-19 pandemic.
  • The campaign film features three voices at the forefront of the LGBTQ+ movement: RuPaul’s Drag Race Season 13 winner Symone, pop star Kim Petras and performance artist Alok Vaid-Menon. 
  • Skyy is also partnering with NYC Pride to launch the Skyy Nightlife Fund, starting with a $25,000 donation to LGBTQ+ performers and nightlife workers struggling during the pandemic.
Purpose: Gender Equality (Pride 2021)
Brand: Bombas 
Campaign: Bombas Pride Collection 
  • Bombas launched a Pride Collection to celebrate all individuals’ sexuality, gender, culture, and anything else that has shaped their Pride. 
  • For every item purchased from the Collection, another item is donated to organizations working for LGBTQ+ individuals disproportionately affected by social issues like homelessness and access to adequate healthcare.
  • The photos used for the campaign online and on social were also created with an all-queer crew. 
Purpose: Public Health 
Brand: Gelo 
Campaign: The Soap Bottle Salvage
  • Gelo, a sustainable soap company, gathered competitors' single-use bottles and gave them a new life as Gelo bottles in their “Soap Bottle Salvage” campaign
  • For the campaign, the company is distributing “ Kits”with 1 Salvaged Hand Soap Bottle, 1 Pouch of Gelo Refill Pods ) and a Custom Sized Label so consumers can Gelo-fy their bottle.
  • The goal is to raise awareness of the devastating impact of single-use plastic and to show consumers that with Gelo, they can help cut carbon dioxide emissions from plastic production, shipping and transportation that are contributing to climate change. 
Purpose: Public Health 
Brand: Gillette 
Campaign: The Pube Song
  • Gillette’s new campaign for Venus aims to destigmatize women having pubic hair.
  • The spot, featuring singing pubic hair, empowers women to be more comfortable with them and to make whatever the right choice is for them when deciding what to do with it. 
  • This effort to destigmatize pubic hair, and the topic of pubic grooming, promotes a new collection under the brand's #MySkinMyWay "commitment," dedicated to celebrating all women and all skin types. It includes a specially designed razor, exfoliant, shave gel and serum for the pubic area. 
Purpose: Public Health
Brand: Rare Beauty
Campaign: Mental Health 101
  • In honor of Mental Health Awareness Month, Rare Beauty launched Mental Health 101 - a campaign advocating for more mental health services and financial support in educational settings. 
  • The campaign encourages people to: Sign a petition calling on the philanthropic community to support mental health services in schools; donate to the Rare Impact Fund and share the Mental Health 101 campaign toolkit on social and with your friends
Purpose: Public Health 
Brand: Kotex
Campaign: The Menstruation Machine/ The Period Cramps Machine (She Can)
  • Kotex and YouTuber Simone Giertz launched a series of videos as part of Kotex's “She Can Initiative,” which challenges period stigma and shame. 
  • The series aims to demystify periods and take a humorous approach to menstruation to help young women overcome their period shame and to help educate them about periods. 
Purpose: Pandemic Recovery
Brand: Uber
Campaign: Thank You For Getting Vaccinated
  • To aid President Biden’s goal to get 70% of the U.S. population vaccinated by July 4, Uber is offering four free rides to every American to help them get their vaccine. 
  • The spot shows people resuming “normal” activities as they return to in-person life after being vaccinated.
  • The in-app experience integrates Vaccines.gov data and allows people to find vaccines available nearby. 
Purpose: Gender Equality (Pride 2021)
Brand: LEGO
Campaign: Everyone is Awesome
  • LEGO launched a new rainbow-themed set for Pride 2021 that symbolizes inclusivity and openness. 
  • Created by an LGBTQ+ member of the LEGO team, the set is meant to celebrate the power of playing together. 
Purpose: Gender Equality (Pride 2021)
Brand: Ugg 
Campaign: #UggPride
  • Lil Nas X and Heri Naf are featured in a new spot for #UggPride that showcases the brand’s pride-themed rainbow slides. Each pair sold will result in a $25 donation to GLAAD
  • Ugg is also hosting a virtual “Proud Prom” with GLAAD and the Pacific Pride Foundation in celebration of acceptance and equality and releasing a limited-edition, all-gender Pride collection
Purpose: Gender Equality (Pride 2021)
Brand: Teva
Campaign: 2021 Pride Pack
  • Teva announced the launch of its “Pride Pack,” a new collection of all-gender sandals and accessories to celebrate individuality and equality. 
  • The collection is meant “to empower every member of the LGBTQ+ community and provide a bold platform for movement and self-expression.”
  • As part of the campaign, the brand is making a $35,000 donation to the Human Rights Campaign in support of the LGBTQ+ community. 
Purpose:  Gender Equality (Pride 2021)
Brand: Storyblocks
Campaign: Queer Spaces and Faces
  • Storyblocks, a stock-content platform, launched a new “Queer Spaces and Faces” collection that is meant to accurately reflect today’s world in stock imagery. 
  • It is focused on adding authentic representation of LGBTQIA+ communities in media as well as showcasing intersectionality across race and gender.
  • The brand announced a goal of quadrupling the amount of diverse content in its library by 2022. 
Purpose: Pandemic Recovery
Brand:  Nike + Delta
Campaign: Unused Tickets
  • Nike partnered with Delta to donate the value of its unused airline tickets from COVID-19 to three nonprofits - Direct Relief, International Medical Corps and NAACP Empowerment Programs - in the form of Universal Air Travel Plan cards.
  • The donation will enable individuals at these organizations to undergo essential travel for global relief, disaster relief and empowerment programs.
Purpose: Public Health / Pandemic Recovery
Brand: McDonald’s 
Campaign: ‘We Can Do This”
  • McDonald’s has partnered with the Biden administration to promote its vaccine awareness campaign, “We Can Do This.”
  • McDonald’s will repurpose its Times Square billboard to promote the campaign and direct people to vaccine.gov. Starting in July, McDonald’s will also feature the campaign’s slogan on its coffee cups and on packaging for its home delivery service.
Purpose: Childhood Development
Brand: Barbie / Mattel
Campaign: A Doll Can Help Change the World
  • The new campaign from Barbie shows how doll play can help children develop empathy - particularly important after a year of isolation and virtual school.
  • The campaign video shows children playing with Barbies in a way that fosters empathetic behavior, like reading to their dolls and kissing them goodnight. If playing with dolls can help a child develop empathy, then a doll can help change the world. 
  • The campaign will include social media placements and a microsite with information on empathy  for parents and activations in the fall. 
Purpose: Health and Wellness 
Brand: Nike
Campaign: Play New
  • The “Play New” campaign from Nike encourages people to keep trying new things - even if they fail.
  • The campaign spot shows people trying activities for the first time, from skateboarding to weight lifting, and failing, because trying something new is always a win.
  • The campaign site encourages people to “Play New” with Nike by downloading the Nike app to guide and inspire them to try something new. 
Purpose: Racial Equity / Public Health
Brand: Irth
Campaign: The Black Mother’s Greenbook
  • Irth, a non-profit tech project of Narrative Nation, launched an app called “The Black Mother’s Green Book” ahead of Mother’s Day, highlighting care inequities facing Black women. 
  •  The app asks Black mothers in NYC to review doctors and hospitals to help inform where other Black women can have a safe birth experience. The goal is ultimately to create a care directory by the time it releases to the public in August
Purpose: Racial Equity
Brand: HBOmax, Netflix, Hulu, Prime Video
Campaign: AAPI/API Content Hubs

April 2021

Purpose: Gender Equality
Brand: Ad Council / Pivotal Ventures
Campaign: Sound it Out
  • Ad Council  and Pivotal Ventures launched a joint campaign called “Sound It Out,” to help parents and caregivers have conversations about emotional wellbeing with their middle-school aged children.
  • The campaign features music and interviews from numerous musicians who participated in conversations with middle schoolers and their caregivers to tap into the kids' emotions for musical inspiration. Songs are meant to help approach conversations surrounding topics like anger, loss and racism. 
  • Songs, videos and resources are available in English and Spanish to ensure the campaign is reaching parents and caregivers in Black and Hispanic/Latinx communities, whose children are more likely to experience discrimination and effects of racism. 
Purpose: Gender Equality
Brand: Bubly
Campaign: The Path To Parenthood: LGBTQ+ Edition
  • For International Family Equality Day on May 2, Bubly teamed up with organization Family Equality to call attention to the unique hurdles of LGBTQ+ parents.
  • Part of the partnership included a children’s book, “The Path To Parenthood: LGBTQ+ Edition,” which highlights the unique parenting journey of LGBTQ+ parents as the adoption and surrogacy. 
  • All profits made from book sales will go to Family Equality to help LGBTQ+ parents navigate their path to parenthood. 
Purpose: Public Health / Pandemic Recovery
Brand: Uber
Campaign: Vaccinate the Block
  • Uber is partnering with PayPal and Walgreens to create the Vaccine Access Fund to help Americans get to their vaccine appointments.
  • The campaign spot features Spike Lee and encourages viewers to donate to help fund rides to vaccine appointments. 
Purpose: Sustainability
Brand: Procter & Gamble
Campaign: It’s Our Home
  • Reaffirming their commitment to carbon neutrality in the next decade, P&G takes another step with their It’s Our Home campaign to show consumers small actions they can take in the home to support sustainability efforts
  • The campaign includes a film that highlights how younger generations are leading the charge in sustainable actions
  • P&G is also committing to an internal review of their GHG emissions and releasing a plan of how to become net-zero by 2030
Purpose: Mental Health / Pandemic Recovery
Brand:  Aesop, Parachute, Etsy
Campaign: Opt-Out from Mother’s Day Marketing
  • Considering the sensitivity of holidays such as Mother’s and Father’s Day for people who have lost family members, brands Aesop, Parachute and Etsy are offering an opt-out of all Mother’s Day related marketing.
Purpose: Sustainability
Brand: New Belgium Brewing
Campaign: Torched Earth
  • New Belgium Brewing released a new beer, Fat Tire: Torched Earth to bring awareness to the climate crisis. The new beer uses ingredients from a post-climate-apocalypse world, and (no surprise here) it tastes awful! The world we depend on, depends on us.
  • Last year, Fat Tire – the flagship beer from New Belgium Brewing – became America’s first certified carbon neutral beer. New Belgium also announced plans to achieve net-zero emissions across the entire company by 2030.
Purpose: Public Health / Female Empowerment 
Brand: Kotex
Campaign: She Can
  • The new She Can campaign from Kotex inspires Gen Z women to be unapologetic about who they are and de-stigmatize menstruation worldwide. 
  • A series of spots show women confidently taking on life when they are no longer limited by shame or lack of self-confidence due to their periods. 
  • According to Kimberly-Clark, “The Kotex She Can Initiative champions women’s progress by fighting period stigmas and the barriers they cause, by promoting access to education in schools and communities and by helping to open doors so women gain equal opportunity.”
Purpose: Sustainability 
Brand: Google 
Campaign: Timelapse in Google Earth 
  • Google compiled 24 million satellite photos from the past 37 years into an interactive, 4D experience that shows how the planet has changed over since the 1980s, through natural disasters, climate change and human impact. 
  • The initiative is meant to provide a picture of the planet “that shows not just problems but also solutions” as climate change continues.
  • The campaign Includes a video promoting the platform. 
Purpose: Public Health
Brand: Advil / GSK
Campaign: Sustainable Plastic Technology 
  • GSK announced a new commitment to reducing plastic in over 80 million Advil bottles  by 20%. This will reduce the amount of plastic in the environment by nearly 500,000 pounds. 
  • By 2022, Advil will have reduced the plastic in nearly all bottles available in stores and online, made possible by a first-of-its-kind sustainable plastic technology for OTC medicines.
  • This is part of GSK’s larger goal for all consumer product packaging to be recyclable or reusable by 2025.
Purpose: Public Health / Pandemic Recovery 
Brand: Fitbit
Campaign: Fitbit For Self Care
  • A new campaign from Fitbit goes beyond physical health, emphasizing mental health as an important component of overall health and self-care. 
  • The campaign consists of a series of spots in which people use their Fitbit device to help them better balance their free time between workouts, sleep and stress. 
  • The spots remind viewers that they can see all their metrics in one place with Fitbit. This is a push toward Fitbit as a health brand - not just a fitness brand - that focuses on four pillars - sleep, activity, nutrition and mindfulness. 
Purpose: Sustainability
Brand: Levi’s
Campaign: ’Buy Better, Wear Longer’ 
  • The new campaign from Levi’s raises awareness that fashion production and consumption worldwide has reached unsustainable levels for the planet, and promotes a shared responsibility to reduce consumption and consequently, its environmental impacts. 
  • The campaign is part of Levi’s ongoing commitment to drive more sustainable production practices and use more sustainable, eco-friendly materials in clothing. It also drives forward Levi's® longstanding commitment to making quality clothing that can last for generations to help reduce over-consumption.
  • The campaign spot features six young changemakers committed to environmentalism and Levi’s fight to combat fast-fashion and its environmental impacts, including Jaden Smith and Emma Chamberlain
Purpose: Body Positivity / Mental Health
Brand: Dove
Campaign: #TheSelfieTalk
  • Dove released a new campaign called #TheSelfieTalk to raise the issue of body-perfection on social media and the lengths people - particularly young people - go to make themselves look “perfect” on social media. The campaign aims to make social media a “more body-positive place for young people.”
  • A campaign video titled “Reverse Selfie,” following a young girl through the devastating stages she goes through to take the perfect selfie and alter her appearance to look “perfect” on social media. 
  • Dove created a downloadable “Confidence Kit,” for parents and teachers to guide them through “the Selfie Talk” with a young person in their life to build their confidence and positive body image on social media, and to celebrate their individuality. The campaign also asks people to take a #NoDigitalDistortion pledge.
  • Dove has also partnered with Lizzo for the global campaign. According to the brand,  “Lizzo will play a supportive role through the social media campaign and will feature in select virtual appearances this year.” 
Purpose: Public Health / Pandemic Recovery
Brand: Google
Campaign: Get Back to What You Love
  • Google released a new spot, “Get Back to What You Love” to encourage people to get vaccinated so they can return to in-person activities.
  • The spot begins with common COVID-related Google searches, like “virtual family activities” and “social distancing,” ultimately transitioning into Google searches and events that erase the virtual component (e.g. deleting “virtual” from Happy Hour in the title of a Google event, showing a theater change from closed to open on Google Maps).
  • The spot ends by showing a search for “vaccinations near me” and drives viewers to cdc.gov or to “search ‘covid vaccine’ to get the facts.”
Purpose: Pandemic Recovery
Brand: H+M
  • H&M is offering a free 24-hour suit rental service called ONE/SECOND/SUIT to men in an effort to help them “make a powerful first impression” at job interviews as they search for jobs post-pandemic. 
  • The campaign site includes tips for acing an interview. The campaign is being promoted with a video featuring young men speaking to their mothers pre-interview for encouragement.
Purpose: Public Health
Brand: Annovera
Campaign: Vagina Appreciation Day
  • Annovera, a contraceptive brand, released a bold new spot with actress Whitney Cummings that invites women to celebrate Vagina Appreciation Day by having an orgasm.
  • For every person who supports the campaign on social by using the hashtag #VaginaAppreciationDay,” Annovera will donate $1 to organizations that support women's health education (up to $50,000).
Purpose: Public Health / Mental Health
Brand: Facebook
Campaign: Rugby Hold / Portal 
  • Facebook released a  new spot to promote Portal, its new video conferencing device. 
  • The spot, called “Rugby Hold” features a new mom getting advice from her own mother over Portal, aligned with Mother’s Day. This is a push for Portal as “a lifeline for families to communicate during quarantine.” 
Purpose: Public Health / Pandemic Recovery
Brand: Budweiser
Campaign: Reunite with Buds
  • Budweiser is offering free beer to those who get vaccinated with their new campaign, “Reunite with Buds.
  • The campaign is being promoted with a spot celebrating bars as they start to reopen and reconnecting over a beer.
Purpose: Sustainability
Brand: OkCupid
Campaign: Climate Change Badge (Earth Month / Earth Day)
  • OkCupid launched a new “Climate Change Badge” in celebration of Earth Month and Earth Day
  • The badge lets users add a “Climate Change Advocate” designation to their profiles  to show they care about climate change.
  • The company is donating $25,000 to EarthDay.org as part of the initiative—and, of course, for users. 
  • There’s also early data showing that designating yourself as a “Climate Change Advocate,” increases likes, conversations and matches on the platform. 
Purpose: Sustainability
Brand: Nike
Campaign: Nike Refurbished 
  • Nike launched a new program, Nike Refurbished, that will sell gently used or imperfect shoes (after cleaning and ‘refurbishing’) at a discounted price based upon style and condition.
  • This is part of the brand’s larger ‘Move to Zero’ initiative to lower their carbon footprint and become zero waste to ‘protect the future of sport.’ 
Purpose: Community Aid
Brand: Walmart
Campaign: Fight Hunger. Spark Change. (Gloria James)
  • LeBron James’ mom, Gloria James is featured in a new 60-second video to promote Walmart’s “Fight Hunger. Spark Change” program.
  • In the spot, James tells her story of relying on food assistance when LeBron was growing up, emphasizing that “when people don’t have to worry about food, it opens them up to be able to pursue other things.”
  • The campaign includes the national TV spot, display, streaming audio, local radio, in-store signage and social media on Walmart channels. 
  • It’s part of a larger partnership between Walmart and LeBron James to promote programming that combats hunger and education gaps in underserved communities. 
Purpose: Sustainability 
Brand: Mercedes Benz
Campaign: Sustainability Initiatives from Mercedes-Benz 
  • A new global campaign from Mercedes-Benz celebrates the brand’s new “partnership” with wind -  something that the brand has traditionally fought.
  • The spot announces that MB will draw entirely from renewable energy sources in its factories starting in 2022. 
  • The spot is running globally, accompanied by an OOH campaign.  
Purpose: Sustainability 
Brand: Google (Google Maps)
Campaign: More eco-friendly options to get around
  • Google Maps announced a new feature to make it easier for drivers to choose eco-friendly routes, part of the company's commitment to help reduce carbon emissions.
  • Google Maps will default to the route with the lowest carbon footprint when it has approximately the same ETA as the fastest route. 
  • If the “eco-friendly” route will add travel time, Maps will list both options with the estimated carbon footprint of each so users can make an environmentally-informed decision. 
Purpose: Community Aid / Pandemic Recovery 
Brand: NowYork
Campaign: #NowYork
  • The “#NowYork” campaign is promoting a back-in-action NYC as more people become vaccinated.
  • nowyork is a collective made up of passionate New Yorkers and lovers of New York to inspire the world to enjoy all that NYC has to offer - and get people to fall in love with New York City all over again.
  • The #NowYork site features restaurants, bars, cultural institutions and more that are again open and ready for business.
Purpose:  Public Health / Pandemic Recovery
Brand: Target
Campaign: $5 Million COVID-19 Relief Campaign 
  • Target committed $5 million to help boost access to COVID-19 vaccinations.
  • $1 million will be donated to the Lyft Universal Vaccine Access campaign, through which Lyft is funding rides to and from vaccination sites for those in underserved communities
  • $2.5 million is slated to go to local COVID vaccination efforts nationwide, $1 million to the Ad Council and COVID Collaborative’s campaign and $500,000 will be donated to UNICEF to support work with the WHO to provide global access to COVID-19 vaccines. 
Purpose: Public Health / Pandemic Recovery
Brand: Budweiser
Campaign: Good Times Are Coming
  • Budweiser leveraged National Beer Day to launch a COVID vaccination awareness campaign in partnership with the Ad Council 
  • The campaign, Good Times Are Coming, urges viewers to get vaccinated by showing people socializing with beers, a nod to “normal times” and a view of how life can be  if people get vaccinated.
  • The campaign encourages users to visit GetVaccineAnswers.org, a site that is part of the Ad Council’s “It’s Up to You” campaign, part of the COVID Collaborative. 
Purpose: Racial Equity / Gender Equality / Mental Health / Public Health 
Brand: TOMS
Campaign: New Charity Model 
  • TOMS has launched a new charity model, moving away from its legacy one-for-one program. 
  • The new model will instead give to organizations focused on promoting mental health, increasing access to opportunity, ending gun violence and increasing equity for Black, Indigenous, People of Color, LGBTQ+ and women.
  • This shift comes alongside a rebranding effort. 
Purpose: Public Health
Brand: Marvel / FDA Center for Tobacco Products
Campaign: The Mind Control Menace / The Real Cost
  • “The Mind Control Menace,” a new comic created out of Marvel Comics, is a metaphor for nicotine addiction, specifically targeted to teens who start out vaping. 
  • The campaign exists as  a printed comic book, a digital comic and an animated comic
  • The comic was created with the FDA Center for Tobacco Products’ as part of “The Real Cost” platform, an initiative to fight cigarette smoking and vaping among teens. 
Purpose: Racial Equity
Brand: Hennessy
Campaign: Dear Destiny
  • Dear Destiny is a new spot from Hennessy featuring rapper Nas. The spot is based on a letter from Nas to his daughter, Destiny, which highlights the Black history of Tulsa, Oklahoma’s Greenwood District, before it was burned to the ground by white supremicists in 1921.
  • The campaign is meant to encourage  Black excellence and Black ambition, also kicking off Hennessy’s’ Never Stop Never Settle Society’ -  growth accelerator co-created with the Marcus Graham Project that will ensure Black entrepreneurs receive the resources, funding and infrastructure necessary to expand their businesses and help their communities prosper.
Purpose: Public Health / Pandemic Recovery
Brand: Walgreens
Campaign: This is Our Shot
  • As vaccines become available to all U.S. adults, Walgreens released a new campaign, ‘This is Our Shot,’  to encourage vaccination, boost vaccine confidence and let people know that Walgreens will be a vaccination site. 
  • The campaign includes two 30-second spots with John Legend, who is also the PR-face of the campaign. 
  •  ‘This is Our Shot’ focuses on the in-person gatherings we all miss most — weddings, graduations, hugging, etc - to encourage people to do their part and get vaccinated.

March 2021

Purpose: Sustainability
Brand: Tide
Campaign: #TurntoCold
  • Tide is launching an environmentally driven campaign to get people to wash clothes in cold water.
  • The campaign asks people to take a pledge to #TurntoCold and educates consumers on the personal and environmental benefits of washing with cold water. 
  • The campaign is being promoted with a series of videos titled “Cold Callers” ft. Ice T and Stone Cold - the coldest icons in pop culture - where they convince the public and celebrities (e.g. Annie Murphy) to #TurntoCold.
Purpose: Racial Equity
Brand: P&G
Campaign: Widen the Screen 
  • P&G launched Widen The Screen, “an expansive content creation, talent development, and partnership platform that celebrates creativity and enables Black creators to share the full richness of the Black experience.”
  • The platform is meant to further understanding, exposure to and appreciation for Black creators and their work, as well as the Black experience. 
  • The initiative launched with a film made largely by Black creators that premiered Saturday night during the 2021 NAACP Image Awards.
Purpose: Gender Equality / Racial Equity
Brand: Lobos 1717
Campaign: Build a Bigger Table
  • The new tequila brand is intentionally composed of a staff that is more than half women and is more than 60% ethnically diverse to showcase how diversity and inclusion can drive commercial success. 
  • The brand embodies this inclusivity in its first brand campaign, ‘Build a Bigger Table,” which is centered around the benefits of always bringing more voices to the table. 

*Launched in 2020

Purpose: Sustainability
Brand: Hasbro
Campaign: Hasbro Toy Recycling 
  • Hasbro announced new plans to remove all plastic packaging for new products by the end of 2022
  • The brand released a new sustainable product, Mr. Potato Head Goes Green. It is made with plant-based plastic derived from sugar cane and plastic-free packaging. 
  • The brand also released Monopoly Go Green, the first fully sustainable board game. The packaging board and game pieces are made from 100% recycled paper, FSC-certified wood and plant-based plastic derived from sugar cane. The game rules are also updated to encourage and reward eco-conscious behaviors during play.
Purpose: Sustainability
Brand: Adidas
Campaign: End Plastic Waste / Stan Smith Forever 
  • Adidas announced the future of the Stan Smith Collection by redefining what a sustainable shoe can be.Starting in 2021, The Stan Smith Shoe will be created with a recycled upper and 50% more recycled materials. 
  • Adidas launched the new green collection in a spot with Stan Smith + Kermit the Frog noting that it’s “not easy being green” but everyone can do their part. 
  • This is part of Adidas’ larger commitment to sustainability, with plans for nine out of 10 of its products to be sustainable by 2025.
Purpose: Public Health
Brand: Krispy Kreme
Campaign: Be Sweet To Your Community
  • To encourage COVID-19 vaccination, Krispy Kreme is offering a free doughnut to anyone who shows their vaccination card for the rest of 2021. No additional purchase is necessary. 
  • As part of the initiative, Krispy Kreme says it also plans to randomly deliver doughnuts to health care workers and volunteers at vaccination centers in the coming weeks to thank them for their hard work and service. 
Purpose: Racial Equity
Campaign: OURTONE
  • BAND-AID launched a new line of inclusive bandages called OURTONE, made to “embrace the beauty of diverse skin tones.”
  • The initial commitment to creating the line of inclusive bandages was made in June on Instagram amid the peak of the BLM movement. 
  • BAND-AID also established the BAND-AID® BRAND Black Healthcare Heroes in Nursing Scholarship with the National Black Nurses Association and the BAND-AID Brand Champions for Health Equity Scholarship with the National Student Nurse Association, a multi-year commitment to financially support Black nursing students pursuing careers in the medical field. 
Purpose: Community Restoration
Brand: Lowe’s
Campaign: 100 Towns
  • To mark its 100th anniversary, Lowe's is sponsoring community restoration projects in 100 U.S. cities and towns, providing a total of $10 million for projects it will select from submissions
  • Lowe's will award the grants in June and will make employees available on a volunteer basis to advise and guide winners through their restoration projects. 
Purpose: Racial Equity
Brand: Nike
Campaign: The Toughest Athletes / Nike M 
  • Nike’s new film, “The Toughest Athletes,” captures the power and strength of women during pregnancy and early motherhood, emphasizing the link between sport and motherhood.
  • It’s filmed through the lens of 20+ mothers across various stages of their pregnancy and postpartum journeys including Serena Williams, Bianca Williams along with everyday female athletes. 
  • The film coincides with the launch of Nike's first dedicated maternity collection, Nike (M) 
Purpose: Racial Equity
Brand: Nike
Campaign: Purpose 2025 Targets
  • Nike introduced its new Purpose 2025 Targets, a five-year roadmap and call-to-action creating a more diverse and inclusive workforce.
  • For the first time, Nike will tie its executive compensation to the company making progress in deepening diversity and inclusion, protecting the plane  and advancing ethical manufacturing
  • Nike released a video to announce the initiative. 
Purpose: Democracy / Racial Equity
Brand: More Than a Vote
Campaign: You With Us? / Protect our Power
  • More Than a Vote launched a new spot narrated by LeBron James to speak out against voter suppression laws being pushed in Georgia and across the U.S.
  • The 30-second ad is a collection of images and videos from Black Lives Matter protests and Black politicians, athletes and activists, alongside clips of the Jan. 6 insurrection
  • The Protect our Power campaign encourages viewers to stand up against voter suppression by joining the advocacy efforts of More Than a Vote and by signing a petition. 
Purpose: Racial Equity
Brand: HBO 
Campaign: Pa’lante
  • HBO Max today announced the launch of HBO Max Pa’lante!, an initiative geared to Latinx viewers that will serve as “a platform for the creative heart of the burgeoning Latinx culture, bringing to life eclectic stories across HBO Max.”
  • Part of the initiative includes a partnership with OneFifty, WarnerMedia’s initiative to curate, develop and invest in bold, fresh and compelling storytelling.
  • The initiative is meant to promote “ambiculturalism,” inclusive of all cultures, generations and identities. 
  • HBO Max released a video to celebrate the launch of the initiative and also updated social handles with Pa’lante.
Purpose: Health Equity 
Brand: Lyft
Campaign: Getting the vaccine starts with getting to the vaccine
  • Lyft announced a campaign that allows people to “send a ride” to a loved one to drive them to and from their COVID vaccination appointment
  • This campaign is in response to the millions of underserved Americans who say a barrier to getting vaccinated is transportation to/from vaccination sites. 
  • Lyft has partnered with companies including Anthem, JPMorgan Chase, NAACP, and United Way to power 60 million rides to and from vaccine appointments.
  • Brands and companies can also sign up to sponsor rides for their patients and employees.
Purpose: Gender Equality / Body Positivity
Brand: Unilever
Campaign/ Initiative: Positive Beauty / Why We’re Saying No To Normal 
  • Unilever announced that it will remove the word “normal” from its products and marketing globally to build “a more inclusive vision of beauty for people and the planet”
  • The company released a video to announce the change, also noting that this is part of their broader “Positive Beauty” campaign., which “which aims not only to do less harm, but more good for both people and the planet.”
Purpose: Gender Equality
Brand: State Street Global Advisors 
Campaign: Fearless Girl 
  • Four years after the installation of the Fearless Girl statue, State Street Global Advisors installed a broken glass ceiling surrounding the Fearless Girl for IWD.
  • The glass ceiling serves as a symbol of the breakthroughs and accomplishments of women and the stereotypes women are shattering every day.
Purpose: Gender Equality
Brand: Google
Campaign/ Initiative: Google.org Impact Challenge for Women and Girls / First of Many (International Women’s Day)
  • Google announced a new “Google.org Impact Challenge for Women and Girls,” a fund dedicated to advancing the economic prosperity of women and girls around the world, funded by Google.org with $25 million.
  • The program calls upon nonprofits and social organizations to submit ideas for impactful initiatives, and those selected can receive up to $2 million and mentorship and additional support from Google.
  • This is supplemented by Google’s new ad campaign, called “First of Many,” celebrating women pioneers. More than 23 countries are also supporting the campaign with local placements.
Purpose: Gender Equality
Brand: Billie 
Campaign/ Initiative: Think of a Woman (International Women’s Day)
  • Billie launched a film and interactive website that aims to challenge society’s view on women and unconscious biases. 
  • The campaign includes a video and the “Billie Brain Scan,” an exercise that takes people through a series of scenarios to reveal how their unconscious bias can control their day-to-day thoughts and actions.
Purpose: Gender Equality
Brand: Netflix
Campaign/ Initiative: Investing in the Next Generation of Women Storytellers (International Women’s Day)
  • Netflix announced a new initiative giving $5 million to “programs that help identify, train and provide work placements for up-and-coming women talent around the world.”
  • This comes as part of their Netflix Fund for Creative Equity program, a program to discover and support inclusive storytellers with a goal of investing $20 million a year for the next five years.
  • The brand launched a short video as part of the initiative, which highlights monumental moments and “firsts” for women in film. 
  • Netflix also launched an International Women’s Day collection of women’s stories.
Purpose: Gender Equality
Brand: Unilever 
Campaign/ Initiative: It’s Time To End The Silence on Domestic Violence 
  • Unilever released its Global Domestic Violence and Abuse Policy available to other employers to help others create a safe and equitable work environment.
  • This came as a response to new data from the UN, revealing that cases of domestic violence during lockdown have increased by 20%.
  • The brand released a video to promote the initiative. 
Purpose: Gender Equality
Brand: Mattel
Campaign/ Initiative: Inspiring Women™ Series (International Women’s Day)
  • Mattel launched an Eleanor Roosevelt Barbie doll in honor of International Women’s Day, the newest addition to Barbie’s Inspiring Women™ Series.
  • The doll celebrates Anna Eleanor Roosevelt as the longest-serving First Lady of the United States, a UN Spokesperson, and an activist who worked tirelessly in advancing human rights.
Purpose: Gender Equality 
Brand: Ikea
Campaign/ Initiative: FiftyFifty (International Women’s Day)
  • The new campaign is grounded in findings that women take on extra household work.
  • ​​FiftyFifty is a game for everyday equality, available on Instagram, to serve as a playful way to open up and start a conversation about the equality in your home 
  • Ikea partnered with Zara Larsson for a launch video to promote FiftyFifty
Purpose: Gender Equality 
Brand: Lego 
Campaign/ Initiative: Future Builders (International Women’s Day)
  • The LEGO Company launched a new ad campaign focusing on young female builders based on their iconic “What it is is beautiful” advertisement from 1981.
  • Parents can go to a Lego microsite, upload a photo and answer a few questions about how their daughter likes to play with Legos. Lego then generates a poster with a variation on the headline and emails it back, encouraging them to share it with a #LEGOFutureBuilders hashtag.
Purpose: Gender Equality 
Brand: LinkedIn
Campaign/ Initiative: #WeCanDoIt (International Women’s Day)
  • LinkedIn launched it’s first-ever IWD campaign in response to research that Covid-19 has disproportionately impacted women‘s careers.
  • A campaign film highlights the stories of seven women from around the world and asks others to consider the women who have supported them during the pandemic. 
Purpose: Climate Action / Sustainability 
Brand: Tazo
Campaign/ Initiative: Tazo Tree Corps
  • The Tazo Tree Corps aims to beautify and bring “tree equity” to areas that need it most and will help to provide employment for locals of those communities.
  • Individuals can apply to be a corps member on the Tazo website. Each corps member will work over the next two years to bring measurable tree equity to low-income communities and communities of color in five major cities. 
  • Tazo is partnering with musician/activist SZA and environmental organization American Forests on the effort. 
  • SZA and Tazo released a social film to promote the new initiative. 
Purpose: Creator Rights / Wage Equity
Brand: Soundcloud
Campaign/ Initiative: Fan-Powered Royalties
  • Soundcloud launched a new, more equitable way to pay artists: Fan-powered royalties
  • With fan-powered royalties, each listener's subscription or advertising revenue is distributed among the artists they actually listen to, rather than being pooled.
  • This new model benefits independent artists and empowers fans to play a larger role in the success of their favorite artist and encourages the growth of local scenes and the rise of new genres.
Purpose: Body Positivity
Brand: Athleta
Campaign/ Initiative: All, Powerful
  • Athleta’s new campaign is promoting its expanded line of apparel sizes from XXS to 3X, showing that all women - no matter shape or size - should feel empowered to live and move powerfully and confidently. 
  • The 30 second anthem spot “All, Powerful,” features a woman wearing each size.
Purpose: Gender Equity 
Brand: Hershey’s
Campaign/ Initiative: ‘Celebrate HerSHEy’s’ Bars (International Women’s Day)
  • For International Women’s Day, Hershey'sdeveloped a small batch of 'Celebrate HerSHEy's' bars, highlighting the 'SHE' at the center
  • As part of the campaign, Hershey’s created a short film featuring inspirational women and is inviting others to share a picture of a woman they are celebrating with the hashtag #CelebrateSHE. Hershey’s will share some of these stories on their social channels throughout Women's History Month.

February 2021

Purpose: Racial Equity / Anti Asian-Hate
Brand: Nike
Campaign/ Initiative: #StopAsianHate / Until We All Win
  • Nike released a video condemning asian hate crimes 
  • As part of their Until We All Win initiative, Nike donated $500,000 to 20 nonprofits that help advance Asian American, Middle East and Pacific Islander communities, promoting anti-racism and inclusion efforts. 
Purpose: Racial Equity 
Brand: UPS
Campaign/ Initiative: Proudly Unstoppable (Black History Month)
  • UPS' new "Proudly Unstoppable" campaign is designed to amplify minority voices while providing aid to Black-owned businesses through the end of the year.
  • As part of the campaign, UPS celebrated Black History Month with a special design on Express delivery packages .
  • It's the first time UPS has commissioned art for any of its delivery boxes, created by a Brooklyn-based, graphic illustrator who is Black and southeast Asian. 
Purpose: Racial Equity / Anti Asian Hate
Brand: Facebook
Campaign/ Initiative: Stop Asian Hate
Purpose: Gender Equality / Female Empowerment
Brand: Frida Mom 
Campaign/ Initiative: Stream of Lactation
  • The campaign video aims to normalize difficulties new moms may face when breastfeeding. 
  • The video features real, postpartum women during this emotional and challenging time for themselves and their babies, to show other women struggling that they are not alone. 
Purpose: Gender Equality
Brand: Hasbro
Campaign/ Initiative: Potato Head Brand 
  • Hasbro changed the “Mr. Potato Head” brand to the “Potato Head” brand to be more inclusive and gender-equal
  • Hasbro will sell a new playset this fall without the Mr. and Mrs. designations that will let kids create their own type of potato families, including two moms or two dads.
Purpose: Racial Equity 
Brand: Vimeo, Mailchimp
Campaign/ Initiative: Stories in Place (Black History Month)
  • In the shadow of a global pandemic, economic collapse and ongoing racial injustice, Vimeo and Mailchimp worked with seven Black filmmakers to capture perspectives from behind the counters of their favorite neighborhood spots.
The films show the spectrum of experiences among Black small-business owners and their communities.
Purpose: Climate Action / Sustainability
Brand: Jaguar and Rover
Campaign/ Initiative: Reimagine 
  • Jaguar Land Rover announced a new global strategy to transition Jaguar to an all-electric luxury brand by 2025
  • The initiative also includes: six electric variants of Land Rover Vehicles within the next 5 years, and all Jaguar and Land Rover nameplates to be available in pure electric form by end of the decade; first all-electric Land Rover model in 2024
  • The brand also aims to achieve net zero carbon emissions across its supply chain, products and operations by 2039
Purpose: Racial Equity / Anti Asian Hate 
Brand: Airbnb
Campaign/ Initiatives: Resources for Allyship and Fighting Anti-Asian Discrimination
  • Airbnb published a blog post with resources for those who want to be allies for the Asian community, publicizing the internal dialogue that had been happening within their company's Asian employee resource group.
Purpose: Racial Equity
Brand: Mastercard 
Campaign/ Initiative: Strivers’ Initiative
  • Mastercard announced the Strivers Initiative, a consumer-facing platform, elevating the visibility of Black female business owners overcoming obstacles to maintain and grow their business, as role models for the community and future generations.
  • The initiative kicked off with an ad spot featuring Black women business owners from across the U.S. and Jennifer Hudson.
  • "Strivers Initiative" will include a grant program in partnership with Fearless Fund, a VC fund built by women of color for women of color, as well as a multi-city educational roadshow driving awareness of the state of women and minority-owned business in cities across the U.S. 
Purpose: Racial Equity
Brand: Diageo
Campaign/ Initiative: HBCU Endowment Fund 
  • Diageo is committing $10 million to support 25 HBCUs and creating permanent endowed funds to provide financial aid grants anticipated to benefit thousands of students in need 
  • The initiative will include the creation of Innovation Hubs at select HBCUs and internship platforms to help drive diversity within the industry 
  • Funds will be available for HBCU students across different disciplines and majors, and distributed according to each institution’s financial aid process
Purpose: Racial Equity/ Anti Asian Hate
Brand: Peloton
Campaign/ Initiative: #StopAsianHate
  • Peloton posted a statement condemning Asian hate on Facebook, and donated $100,000 to Asian American Federation, an organization that furthers justice, wellness and opportunity for Asian communities. 
  • They noted this as the start of a partnership that will “provide mental health support for those experiencing and witnessing racism.”
Purpose: Racial Equity
Brand: Google
Campaign/ Initiative: Celebrate Black-Owned Business (Black History Month)
  • To celebrate Black creativity and entrepreneurship, Google partnered with artist Amani Lewis to create a shoppable piece of art that showcases products made by Black‑owned businesses.
  • Google also introduced an icon to help shoppers identify and support Black-owned businesses - a Seller can post the icon on their page to show they identify as Black-owned. 
Purpose: Racial Equity
Brand: Etsy
Campaign/ Initiative: Black Creativity (Black History Month)
  • Etsy is driving users to Black-owned businesses and Black-creators’ pages during BHM, and is encouraging users to do so for the long haul. There are also incentives from purchasing from Black retailers. Home page copy reads: “Black creativity is a beautiful thing. Celebrate this month, and every month.”
  • This is part of Etsy’s continued efforts to boost diversity since 2019, when the brand made its initial commitment to increasing diversity in ads and to double the number of its Black and LatinX employees by 2023. 
  •  In 2020, a majority of the brand’s ads featured people of color and the brand has increased diversity of employees by nearly 3%, keeping them on track to hit their goal in  2023. 
Purpose: Sustainability 
Brand: Chipotle 
Campaign/ Initiative: Can a Burrito Change the World? (Super Bowl)
  • Spot is part of announcement of Chipotle’s new commitment to Food with Integrity and a commitment of $5 million over the next 5 years to help the next generation of farmers (offering Seed Grants to young farmers under the age of 40)
  • Campaign proving that fast food can be sustainable and have a positive impact on the future of farming / food production and sourcing 
Purpose: Mental Health
Brand: Michelob Ultra
Campaign/ Initiative: Happy (Super Bowl)
  • Poses a thought-provoking question on the role joy plays in success.
  • The spot proves to America that you’re not just happy because you win, you win because you’re happy - and that “it’s only worth it if you enjoy it”
Purpose: Sustainability 
Brand: GM
Campaign/ Initiative: No Way, Norway (Super Bowl Spot) / Everybody In 
  • No Way, Norway was created to excite a new generation of GM buyers as part of GM’s larger ‘Everybody In’ campaign to accelerate EV adoption in the U.S.
  • Campaign aligns with new brand identity to create “a world with zero crashes, zero emissions and zero congestion.” 
  • GM committed to investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025
Purpose: Racial Equity 
Brand: Ulta Beauty
Campaign/ Initiative: MUSE (Magnify, Uplift, Support and Empower Black voices in beauty) 
  • New campaign from Ulta spotlight Black beauty and the Black female experience. With the release, the brand pledged to double the Black-owned brands in its assortment by the end of 2021 and step up employee training to make stores more welcoming for all customers.
  • The company is committing to more than $25 million toward the initiative.
Purpose: Racial Equity
Brand: Bombas 
Campaign/ Initiative: Black Hive Collection (Black History Month)
  • Created with Bombas’ Black Hive, a group of Black-identifying employees, “to evoke the meaning of Black Excellence with vibrant, bold colors that reflect a joyful vision of Black pasts, a celebration of Black presents, and an empowerment of Black futures.”
  • The line includes eight pairs of colorful socks and each pair sold will result in a pair donated to those in need at Black community organizations.
  •  To market the line, Bombas has a 360-degree campaign that includes paid and organic social, email and influencer programming.
  •  Everyone involved with the campaign, in front of and behind the camera, is Black. 
Purpose: Racial Equity 
Brand: Amazon
Campaign/ Initiative: Black History Makers (Black History Month)
  • Recognizing Black History Month across all of its platforms (MarketPlace, Video, Music, Alexa, etc.) by promoting Black-owned brands, businesses and products.
  • Amazon released a statement  that maintaining the trajectory and momentum of work to support and prioritize Black Lives initiated in 2020 remains a top priority in 2021.
  • They remain committed to: doubling the representation of Black directors and vice presidents; creating and executing developmental programs + opportunities for those who are underrepresented in the tech industry; initiating a new scholarship for underserved high school seniors to pay for college education. 
Purpose: Racial Equity 
Brand: Target
Campaign/ Initiative: Black Beyond Measure (Black History Month)
  • Continuation of the 2020 campaign and features a collection of content, artist spotlights, and items by Black creators for purchase.
  • Calls out the partnerships and ways the brand is forging pathways for Black success beyond BHM.
Purpose: Racial Equity 
Brand: New Balance
Campaign/ Initiative: My Story Matters (Black History Month)
  • Created by a team of Black associates at New Balance whose goal is to empower and elevate Black voices that are far too often overlooked.
  • Honors Black History by recognizing that the Black experience is diverse and rich, full of stories that need to be told. Campaign shares the stories of Black influencers (Jaden Smith, Coco Gauff), and tells encourages others to share their own, 
Purpose: Racial Equity 
Brand: Peloton
Campaign/ Initiative: We See You: Shining. Representing. Celebrating.  (Black History Month)
  • Celebrates Black History Month with themed classes, Black member spotlights, and an apparel collaboration with four Black artists -- Hust Wilson, Sanford Greene, Temi Coker, and Monica Ahanonu. 
Purpose: Racial Equity 
Brand: Spotify
Campaign/ Initiative:Black History is Now (Black History Month)
  • In celebration of Black History Month, Spotify announced: a spotlight on black photographers for BHM playlists, guest-curated playlist takeovers, new podcasts on the black experience and from black creators
  • This is a continuation of Spotify’s efforts to highlight Black culture and music. 
Purpose: Racial Equality
Brand: Etsy
Campaign/ Initiative: Editors Picks (Black History Month)
  • Special offer for shopping from Black Owned shops and a portal to highlight some of their wares
  • Includes “seller spotlights” to highlight stories of certain sellers

January 2021

Purpose: Gender Equality 
Brand: Mars
Campaign/ Initiative: #HereToBeHeard
  • MARS launched #HereToBeHeard, a  global crowdsourcing campaign that elevates the voices of women to help shape a more inclusive business environment and create a world where all women can thrive.  
  • The campaign asks women to participate in a study, the findings of which will be shared in summer 2021 and will inform actions, tools & initiatives designed to help more women reach their full potential.
  • The campaign is part of the company’s Full Potential platform for action on gender equity in its workplaces, sourcing communities, and the marketplace.
Purpose: Racial Equity 
Brand: L’Oreal
Campaign/ Initiative: Inclusive Beauty Fund 
  • The L’Oréal USA Inclusive Beauty Fund is a new grant program presented in partnership with the NAACP, awarding 30 one-time grants of $10,000 each to Black-owned small businesses, Black entrepreneurs, and professional services in all sectors of the U.S. beauty industry.
  • The Inclusive Beauty Fund is part of L’Oréal USA’s larger commitment to support the NAACP’s mission, which will include additional initiatives to be announced in the future
  • In addition to funding, L’Oréal USA is also committed to providing grantees with professional mentorship and business development support with the participation of top executives from its leading beauty brands and its professional beauty products distributor, Salon Centric.
Purpose: Racial Equity; Female Empowerment
Brand: Mattel
Campaign/ Initiative: Barbie Inspiring Women Series 
  • Launched Maya Angelou Barbie - part of commitment to make over 50% of Barbie’s global role models it features in collections be Black, Indigenous or women of color. 
  • The doll will be part of Barbie’s Inspiring Women series, joining the likes of Ella Fitzgerald and Rosa Parks.
Purpose: Racial Equity 
Brand: TikTok
Campaign/ Initiative: TikTok for Black Creatives
  • TikTok announced a new incubator program that will invest in and support emerging Black creators and music artists on TikTok.
  • The three month program will focus on nurturing and developing 100 talented Black creators and music artists, helping to open doors for them to reach new heights in their careers.

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