The Evolution of ViacomCBS' Multicultural Marketing Capabilities

At ViacomCBS, our legacy is rooted in social impact. We've taken action to advocate for diverse communities and amplify diverse voices within our organization and outside of it by educating our employees, viewers, and partners through impactful initiatives like Content for Change. Launched by BET in June 2020, Content for Change recently expanded as a cross-ViacomCBS initiative that harnesses the power of our content to counter racism, bias, stereotypes and hate through programming.

As a company, we've used the power of our brands to inspire change and action against systemic racism and social injustice through initiatives like Nick Stands, where we enlighten kids and their families about the issues of oppression and systemic racism, utilizing outlets such as Nick News to educate and empower kids to speak up on issues related to equality. We've also created content that champions diverse stories, ensuring that diversity is represented not only on camera, but by those behind it. For example, there's CBS' Writing Mentor Program and MTV Entertainment Group's First Time Director's Program geared towards helping diverse creatives launch their careers in the industry.

Within Velocity, we're part of the pilot program for Content for Change Academy, an initiative focused on giving diverse candidates an opportunity to work within a creative or production department, through a three-month apprenticeship. This is in partnership with Reel Works, a leading youth organization and long-standing partner of ViacomCBS, and while the apprenticeship lasts for a period of time, the end goal is to pave the way for securing full time roles within ViacomCBS.

Our clients recognize our expertise in the diversity, equity, and inclusion (DE&I) space, and as such, lean on us to help them navigate engaging with-and connecting to-diverse audiences in a way that's authentic and impactful, not performative. We continue to fine-tune our approach in the multicultural marketing space, to better suit our partner's needs.

Ultimately, we're trying to create broader awareness not only for our clients, but also internally as an organization. We want to overcome barriers and put a stake in the ground to become an anti-racist culture. We recognize it's a long-term effort; it'll take a while for us to get there. But it's a goal that we have to keep working towards.

I believe if we're doing this right, we have the ability to drive stronger, more meaningful connections between our clients and these important audiences.