Navigating Identity and My Journey Leading Anti-Racism Marketing Work
Every day, I strive to intertwine my personal identity with my professional role. This quest for balance took on new significance in May 2020, following the murder of George Floyd. It was then that I assumed a pivotal role leading the Colorado Nonprofit Association's charge in supporting Black Lives Matter and anti-racism efforts.
Within my Communications department, we recognized the importance of personal awareness and education in guiding our content strategy. Our goal was clear: to dismantle white supremacy, amplify the voices of Black Lives Matter, and advocate for racial justice. The content we produced had to be personal, authentic, and sensitive to the complexities of the revolution. We refused to cater to the status quo or shield institutions from the harsh realities of systemic racism and white supremacy.
Our audience spanned a diverse spectrum—from Black and Brown individuals to seasoned accomplices and allies just beginning their journey. It was essential to create a space that welcomed everyone, especially our BIPOC community. For me, commitment to anti-racism and anti-oppression went beyond mere words; it required tangible action and accountability.
I pushed myself and my team to establish commitments and accountability measures. We approached our work with humanity and strategy, acknowledging our limitations and remaining open to critique. I had to allow myself to be challenged to change and to continually unlearn.
This commitment was put to the test on June 4, 2020, when news of Sean Monterossa's killing reached me. I felt wrecked. I made the difficult decision to cancel that edition of our member newsletter, recognizing that business as usual was no longer acceptable. I required something more than going back to regularly scheduled programming. I informed our leadership team and staff of the decision as I cried over my keyboard because we are all accountable for this state-sanctioned violence.
The following days were dedicated to crafting a new newsletter format—one that reflected the gravity of the moment and our unwavering commitment to justice. It was a deeply emotional process, requiring me to tap into my fears and anxieties to connect authentically with our audience. I spent countless hours figuring out how to support our BIPOC members, bring along our white members, represent myself, and represent the Association.
In the end, our revamped newsletter served as a testament to our collective dedication to change. It was a reminder that the fight against racism is both personal and professional—a journey that requires us to harness our power and show up against injustice in all its forms.
As I continue this journey, I am reminded of the transformative power of storytelling. I harnessed my platform and presence at the Association to own my power. I tapped into my feelings and anxieties to reach and connect with our audiences in an innovative and authentic new way.
