When 600 & Rising issued its open letter last week demanding an end to systemic racism in Adland, it placed renewed focus on the need for the public disclosure of agency diversity data.
Now, the organization has launched a new campaign, #CommitToChange, with specific details about the data and how it ought to be released in a bid to create an industry standard.
There’s a campaign brief that spells out the request, challenges and other details, including a sample spread sheet illustrating how data should be reported.
Over 30 agencies have been named by the group as “Day On Participants,” including 72andSunny, Periscope, Cornett, DNA, Giant Spoon, Wieden + Kennedy, Zambezi and others.
Dozens more have committed to the campaign and are gathering diversity data.
But the brief is about more than just numbers. It also asks agencies to “state your commitment to rebuild the industry by articulating a vision of what a more diverse future looks like for your agency and why it is important to you.”
Within that commitment statement agencies are asked to provide specifics about improvements in the way they plan to attract, retain and promote Black talent.
“This campaign is the first step on a long march toward justice,” said Nathan Young, president of 600 & Rising and group strategy director at Periscope.
Added Bennett D. Bennett, the group’s vice president of partnerships, “seeing 30-plus agencies make their own personal, unique commitments to creating a more diverse and equitable future, on the eve of Juneteenth, gives our members confidence that this industry is invested in creating a better industry together.”
The organization is off to a fast start.
Last week, when it issued its “Call For Change” open letter, it was a group of 600 black ad professionals making a statement. Now it’s a formal organization with nonprofit status with a membership of more than 1,100. Earlier this week, it announced an alliance with the 4As to jointly provide guidance on critical next steps agencies need to take to address systemic racism in the industry.
Several holding companies have also made commitments to release diversity data and more.