YWCA Launches Campaign to Eliminate Racism, Empower Women

WASHINGTON — The YWCA launched a national TV advertising campaign in early February to reinforce the organization's mission of eliminating racism and empowering women.

The campaign, which targets 18- to 34-year-olds, airs on MTV, MTV2 and BET and through those stations' Web sites. Also, Viacom, a cross-platform sales and marketing group that has a partnership with the YWCA, will publish an eight-page magazine to be distributed locally and nationally.

The first advertisement, “Unspoken,” is a 30-second spot that depicts how racism occurs in everyday situations, from a man shunning another of a different race as they enter their identical apartments to a Native American child sitting alone as an outcast while other children play around him on a playground.

“Little Girls,” the second spot, uses harsh music lyrics as a metaphor for the underlying opinions and attitudes commonly accepted about women.

Last year the YWCA released a new logo and a renewed focus on the organization's mission.

TAGS: Nonprofits
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