people matter more
Insight
In June 2020 the murder of George Floyd and inaction to arrest his murderer resulted in Target’s Minneapolis store being looted.
Idea
Rather than perpetuate the narrative that looting is bad, Target is going to come out and say that they aren’t offended by or victims of the looting. Rather, their priority is the injustices that caused it, because rioting is the language of the unheard. And because stuff matters, but people matter more.
Ads
Inspired by and paying homage to the “I Am A Man” signs wielded by protesters in the height of the Civil Rights Movement, these ads intertwine the threads of the past and present. We highlight that although we’ve come so far, we’ve got a long way to achieve racial equality, and Target is committed to doing its part.
We’re making a statement
Video Minifesto
Target needs to set the tone as we enter the civil rights movement as an ally. We must rise up and take a stand first as a corporation before we roll up our sleeves and get to work. This video manifesto is how we’ll do it.
Breaking new ground
Experiential Minneapolis Restore
Target is going to rebuild the very store that was looted but this time it will stand for something more than just stuff. Part of the store will be dedicated to being a permanent memorial of the events that occurred. In addition, only Black-owned brands will be sold and Targets’ portion of the profits will be donated back into Minneapolis ‘ Black community.
Black friday
We are going to make Black Friday about more than just stuff. That’s why this Black Friday we’re repositioning the day as a day to shop for good. When you shop Target on Black Friday, 100% of proceeds will be donated to Black justice & liberation organizations.
time to shop Black
As an ongoing effort beyond Black Friday, we’ll introduce our Black Loyalty Program. When you shop Black businesses at Target, you get rewards points for the rest of your shopping, incentivizing shopping for these businesses. In addition, 25% of profit from purchases made on this card will be used for donations to Black justice & liberation organizations.
PTO: Purpose time off
Change happens from this inside out, starting with our culture. We’re adding a new definition to PTO by giving our employees unlimited paid time off to protest, vote and for BIPOC employees to process the tragedies and injustices to plague their communities.
being an ally on our own supply
When protests happen, Target will be there to show its support by providing safety and protection to protesters under a medical tent. We’ll supply items like mini milk cartons, first aid kits, water, chapstick, saline solution, and face coverings.
STAKING SEEDS OF A MOVEMENT
We know we have a big voice, and now we’re actively using it to further our connection with community and humanity.Target will provide yard signs encouraging shoppers to join the movement — a literal stake in the ground on our stance.
Copywriter: Alisha Benda
Art Directors: Gaby Strnad | Riley Draper | Me