IPG DXTRA’s ‘Dear White Parents’ Encourages Discussions with Kids Around Racism

In a survey about how people’s views of race were influenced by their parents, 65 percent of white adults said their parents rarely or never spoke with them about race or racism. With support from anti-racism education non-profit WE ARE, the Ad Council, and the Anti-Defamation League (ADL), IPG DXTRA introduced a new public awareness campaign, “Dear White Parents,” encouraging white parents to talk with their children about racism early and often.

The campaign features a website with a curated library of age-driven resources and discussion guides, anti-racism workshops, and a short, unscripted film featuring four families talking about racism with their children. The film shares an intimate view of enlightening, sometimes uncomfortable, family discussions focused on parents helping their children understand racism through current events and their own experiences. The ADL, a leading anti-hate organization, developed a custom discussion guide to help parents discuss the topics raised in the “Dear White Parents” film.

Directed by Academy Award nominee Kevin Wilson, Jr., with narration by anti-racism educator Dr. Bullock, “Dear White Parents” asks the critical question, “How old were you when you first became aware of race?”

The project was conceived by Margenett Moore-Roberts, IPG DXTRA’s Chief Inclusion and Diversity Officer, and it was developed and produced by IPG DXTRA. The team included IPG companies The Brooklyn Brothers, Golin, Hugo & Cat, Resolute Digital, R&CPMK and Weber Shandwick.

“After days of watching multi-racial crowds around the world protest the murder of George Floyd, I started wondering what kind of impact we could make if we were able to encourage and equip more white families to discuss race with their children early and often, in a similar way that Black families have been doing for generations. Could we bend the 400-year-old trajectory of racism and create a new reality around race for the next generation?” said Moore-Roberts.

The campaign will be highlighted as part of the Ad Council’s Racial Justice Series, designed to support creative from like-minded organizations dedicated to dismantling systemic racism and injustice. Through the Ad Council’s support, the campaign will run on donated media throughout the United States.

“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.”