Last year, many brands made shows of general support to Black Lives Matter in the wake of worldwide protests against police brutality and violence in the U.S.
For Doritos, this meant participating in a then-new campaign titled #AmplifyBlackVoices, which saw the brand release a video by Luke James alongside donating $650,000 in the advertising space and $150,000 to Black Lives Matter, among other community-building measures.
This year, Doritos is asking consumers to get involved with the Solid Black initiative, which aims to amplify the voices of and provide resources to Black creators. The first 1,000 people who donate $10 or more to civil rights and advocacy organization The National Urban League will win a limited-edition pack of Doritos, featuring gorgeous art by Megan Lewis of the Black Women Period LLC series, who #AmplifyBlackVoices previously featured.
Also part of the campaign is a new video featuring James that first ran during this year’s BET Music Awards on June 27. The bold spot focuses on Black creatives and athletes who ask the viewer, “What do you see when you see us?”
Additionally, Doritos plans to invest $5 million to amplify Black voices, beginning with their Changemakers program, featuring Black innovators working to create positive community experiences. Those chosen will receive $50,000 and get their stories featured across Doritos website, social media, packaging and TV advertising. As of July 2, there will be Solid Black Friday segments featuring a new story from one of the seven Changemakers of 2021.
This year’s Changemakers include the creators of the Black-owned eatery app EatOkra Anthony and Janique Edwards; Afrotectopia founder Ari Melenciano; Twitch streamer and mental health advocate MsAshRocks; representative of Make Techno Black Again DeForrest Brown Jr.; restaurant owner and influencer Eric Williams; best-selling YA author Nic Stone; and Social Justice Sewing Academy founder Sara Trail.
“Every donation helps to create a real, positive impact on Black-owned small businesses in communities across the nation,” said NUL president and CEO Marc H. Morial in a statement.