The multi-pronged commitment seeks to apply research, data and quantifiable targets to effect societal change, starting with racial equity and mental health.
is taking a page from one of its brands to evaluate and drive culture shifts within the entire company and in the content it creates.in June 2020, is a companywide impact initiative with an emphasis on research, data and quantifiable targets in order to measure progress. The thinking is that only an intentional and holistic approach can combat bias, discrimination, prejudice and other forms of hate.
“For decades, we’ve told stories that matter. But we’ve been operating on instinct rather than measuring impact,” ViacomCBS president and CEO wrote in a detailed companywide memo Tuesday morning announcing the initiative. “We need a deeper, more quantifiable understanding of how to harness the power of storytelling to challenge stereotypes, shift perceptions and create meaningful change. This starts not just withthey are represented. And it requires more than an earnest desire to do better; we must find concrete ways to hold ourselves accountable.
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