Hoping to raise awareness and elevate Black innovators and creators, Doritos has launched SOLID BLACK™. Continuing the work started by last year’s #AmplifyBlackVoices campaign, the new SOLID BLACK™ multi-platform initiative is backed not only by actionable steps, but also provides resources aimed towards tangible change.
In creative spaces and sectors where innovation is necessary, Black faces are often underrepresented. When a lack of representation exists for a sizable demographic, that results in fewer opportunities and outlets for that community. This misrepresents the cultural narrative and historically results in stereotypes and falsehoods rather than understanding. The reason why it’s important to employ voices that represent a certain community is to ensure stories are told honestly and authentically.
With SOLID BLACK™, Doritos pledges $5 million towards elevating stories of Black joy, strength, and resilience. The program includes the following:
- National Urban League: Doritos is committing $100,000 to National Urban League, the historic nonprofit civil rights organization dedicated to economic empowerment.
- NEW limited-edition bags: Fans can learn more and get involved by making a donation to National Urban League at www.doritos.com/SOLIDBLACK. The first 1,000 people to donate $10 or more will receive a limited-edition Doritos SOLID BLACK bag designed by Megan Lewis, an award-winning artist from Baltimore best known for her ‘Blk Women Period LLC’ series. You can find photos of the bag HERE.
- “Changemakers”: Introducing the inaugural class of SOLID BLACK Changemakers: seven members of the Black community using innovation and boldness to drive culture and give back to their communities. Each Changemaker will receive $50,000 to continue their work, and their stories will be spotlighted across all of Doritos’ public channels, including its website, social media, packaging, and TV advertising.
With last year’s protests, and what seems like a push towards more inclusion across all industries, I hope similar initiatives will continue to pop up. If you’re interested in donating towards this meaningful cause and getting your hands on a cool looking SOLID BLACK™ bag, designed by Megan Lewis, you can visit here.