The campaign was started by Color Of Change, an organization focused on racial justice that helps people “respond effectively to injustice in the world around us” and is working to “create a more human and less hostile world for Black people in America.”
The organization has called out Facebook for the monetization of hate speech and the silencing of Black voices, and now companies like Patagonia and The North Face have pulled their ads from the social media platform until the company makes what they deem the appropriate changes to its system.
Patagonia is proud to join the Stop Hate for Profit campaign. We will pull all ads on Facebook and Instagram, effective immediately, through at least the end of July, pending meaningful action from the social media giant.
— Patagonia (@patagonia) June 21, 2020
Stop Hate for Profit
Color Of Change was joined by several other organizations, including the NAACP, in helping to create and promote the campaign. The groups asked companies that advertise on Facebook to “hit pause on ad spending for July 2020” to show the social media giant that it has to “address racism across [its] platforms.”
According to the Color Of Change website, the organization has been asking Facebook to change its ways and silence racist voices for five years, but they’ve been ignored. Now, following the deaths of George Floyd, Ahmaud Arbery and so many other unarmed Black Americans, Color Of Change has said “enough is enough” and it has enlisted the help of Facebook’s advertisers.
“Let’s send Facebook a powerful message,” write the Color Of Change and Stop Hate for Profit teams. “Your profits will never be worth promoting hate, bigotry, racism, anti-Semitism and violence.”
— The North Face (@thenorthface) June 19, 2020
Support from outdoor brands
Along with Patagonia and The North Face, Eddie Bauer and American outdoor equipment company REI Co-op have pledged to withdraw Facebook ad campaigns through the month of July. Companies are also pulling ads from Instagram and any other Facebook-owned platforms.
Patagonia tweeted that it is “proud to join the Stop Hate for Profit campaign” and that it has taken down ads on Facebook and Instagram until at least the end of July, “pending meaningful action from the social media giant.” The company went on to write, “For too long, Facebook has failed to take sufficient steps to stop the spread of hateful lies and dangerous propaganda on its platform.”
The North Face wrote less than Patagonia, but the message was the same. “We’re in. We’re out, Facebook,” the company tweeted. This is the latest instance of companies taking steps to improve and help with social issues around the world.
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Black lives matter. We are outraged and devastated by the racism, injustice and brutality that persists across the world. We’ve spent the past weeks listening, learning and reflecting on our own challenges as a brand, and how our privilege has made inaction a reality for far too long. While confronting the systematic inequalities that affect the Black community is the first step—it isn’t enough, and we’re committed to demanding more from ourselves. To combat racism now, we’re donating $50,000 to @aclu_nationwide to support their work on police accountability, racial justice and defending the right to protest. In the past two years, our Explore Fund has donated $1.5 million to organizations fostering equality in the outdoors, but we need to do more. Moving forward, the focus of our Explore Fund will be solely on addressing and eliminating barriers that prevent safe exploration, creating access for all. We're immediately donating $25,000 to our long term partner @outdoorafro, the leading organization for Black connections and leadership in nature. We're also donating $25,000 to @pgmonesummit, our partner that centers Black, Indigenous, and people of color to lead our movements for environmental justice and collective liberation. For lasting change, we must change the way we work for good. From reassessing our partnerships and working with community leaders committed to societal change, to bringing more Black and athletes of color to our global team, reflecting the stories and faces we are missing today. Every action counts, and we are dedicated to the changes that must start today. The North Face Family