For generations, Black and brown parents have discussed racism with their children as a means of preparing them to deal with the racism they are likely to face in society. For these families, discussions are unavoidable, yet in a recent survey about how people’s views of race were influenced by their parents, 65% of white adults said their parents rarely or never spoke with them about race or racism. 

Unsurprisingly, survey respondents whose parents did speak with them about racism as children were more likely to have similar conversations with their own children, resulting in intergenerational impact. In a world where we continue to see racism socially and systemically, education is essential in helping to build an anti-racist future. But education needs to come from all areas, meaning that open discourse and active participation from white families is essential.

“Children as young as four-years-old show signs of racial bias and racism, but we’ve also seen young children act as advocates for fairness or equity,” explains Dr. Ronda Taylor Bullock, executive curator of WE ARE, an anti-racism education organization that runs camps and workshops for children, parents and educators. “Teaching children to recognize and resist racism early are critical first steps to raising an anti-racist generation.” 

Last week marked the launch of a new public awareness campaign, ‘Dear White Parents’, encouraging white parents to talk with their children about racism early and often.

The project was originally conceived by Margenett Moore-Roberts, IPG DXTRA’s Chief Inclusion and Diversity Officer, immediately following the murder of George Floyd and the ensuing racial justice movement. After which, she felt compelled to act and reached out to the IPG DXTRA’s collective agencies, including The Brooklyn Brothers, to see if there was a way to use the creativity and network to create something that could help raise an anti-racist generation.

With the Brooklyn Brothers as the strategic and creative lead, the agency developed a film concept showing real families having conversations around racism. Encouraging white families to take part in discourse for all the raw, uncomfortable but ultimately empowering moments that aid children’s understanding of racism. The strength of the idea was able to attract top talent such as by Academy Award-nominee Kevin Wilson, Jr., anti-racism educator Dr. Ronda Taylor Bullock, The Defiant Ones’ editor, Eric Alexander-Hughes and one of London’s most talented and prolific sound engineers Parv Thind.

Pooling these individuals’ extraordinary talent, ‘Dear White Parents’ asks the critical question, “How old were you when you first became aware of race?”

“I was six-years-old when I was called the N-word for the first time. It was a devastating experience and I remember it vividly,” said Wilson. “‘Dear White Parents’ is about the powerful impact that everyday conversations about race and racism can have on children. The weight of these discussions has fallen on Black and Brown parents for centuries. We want to encourage and equip White parents to share in this responsibility.”

The campaign aims to encourage white parents to educate their children around how to both recognise and resist racism. The campaign launches with a website (https://DearWhiteParents.guide) which also includes a curated library of age-driven resources and discussion guides, anti-racism workshops and discussions, and a short, unscripted film featuring four families introducing and discussing racism with their children. 

"I am inspired by the way our agencies have come together to build such a powerful platform to focus attention on creating a new reality around racism for future generations,” said Andy Polansky, IPG DXTRA Chairman and Chief Executive Officer. "We’re committed to driving awareness and momentum for the people and organizations who have dedicated their careers and lives to fighting racism.” 

The ‘Dear White Parents’ campaign marks a meaningful step towards more open, honest discussion and education around racism, encouraging action beyond raising awareness. The campaign will be highlighted as part of the Ad Council’s Racial Justice Series, a platform designed to support creatives from like-minded organizations dedicated to dismantling systemic racism and injustice.