By 2021, the national conversation about race that had exploded the previous summer was losing momentum. The acute urgency had faded. What remained was the harder, quieter question: what does sustained change actually look like, and who is it really for?

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Brooklyn Brothers commissioned Weber Shandwick to help build an initiative with staying power, something that moves the needle not through a moment, but through a shift in behavior.

The instinct is to center Black families. The insight was to look at the other side of the equation.

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Black parents have always taught their children how to survive in a world built against them. That conversation is mandatory. What almost never happens is the equivalent conversation in White households, where children absorb race-based advantage as invisible, normal, and unexamined.

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The intervention point wasn't Black families. It was White ones. Less than one in three White parents regularly talk to their children about race. That gap is where the initiative lived.

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I shaped the narrative architecture that structured how the initiative told its story, designed the audience journey across five stages from awareness to advocacy, and built the digital platform that gave parents somewhere to actually start and keep going.

The film was directed by Academy Award nominee Kevin Wilson Jr., narrated by anti-racism educator Dr. Ronda Taylor Bullock, and supported by a custom ADL discussion guide. The initiative was archived on Ads of the World and built a lasting resource ecosystem at dearwhiteparents.guide that extended well beyond the campaign itself.