DOVE MEN + CARE - NATIONAL BASKETBALL PLAYERS ASSOCIATION COLLABORATION
Documenting What Everyone Knew But No One Could Prove
Research & Insights | Video Production | Event Production | Legislative Advocacy
Timeline: 2020 – 2021
The Challenge
Stereotypes about Black men are more than just words — they're wounds that cut deep, shaping how the world sees, treats, and limits them. Dove Men+Care and the NBPA proudly stood together to challenge those narratives, champion a fuller truth, and help create a world where Black men are seen, valued, and celebrated for exactly who they are.
What We Did
For Dove Men+Care, we didn't just raise awareness — we drove action. We conceived and launched "Commit to C.A.R.E." (Care About Racial Equity) Now, a purpose-driven platform built in partnership with the NBPA to change how the world sees and treats Black men.
We commissioned a breakthrough quantitative study of 2,000 men to put hard data behind a long-ignored truth. We then brought that truth to life through a compelling video series, securing NBA stars Chris Paul, Donovan Mitchell, Jaylen Brown, Aaron Gordon, and Danny Green to speak candidly about their own experiences with racial stereotyping.
We produced a nationally recognized Black History Month event to unveil the study's findings and fuel cultural conversation — then took the work all the way to Capitol Hill, leading a legislative advocacy effort in support of the George Floyd Justice in Policing Act.
The Results
5 custom PSA’s • 11 Individual Social Videos for each NBA players • Over 1.2 billion impressions.
Let's Lead With Research That Matters.
The best brand positions start with truth. If you're ready to ground your strategy in data that drives real conversation, let's talk.