GMHC and theCollectiveShift Launch “Distance Yourself from Hate” Campaign
Cause marketing campaign features leading voices in arts, fashion, and entertainment industries urging everyone to reject prejudice and discrimination
New York, NY (June 11, 2020)–GMHC is partnering with theCollectiveShift to launch a new cause marketing campaign called “Distance Yourself from Hate.” The campaign will feature public service announcements from leading voices in the arts, fashion, and entertainment industries calling on everyone to reject prejudice and discrimination. The “Distance Yourself from Hate” message will be featured on specially designed masks available for purchase at distanceyourselffromhate.org. All proceeds benefit GMHC and its newest initiative to provide protective masks and food assistance to more people in need throughout New York City.
“We are living in unprecedented times when some of our political leaders are fanning the flames of hate,” said GMHC CEO Kelsey Louie. “These same leaders have sought to divide us from one another when we need to be coming together.”
“Distance Yourself from Hate” was originally conceived in response to discrimination against Asian people fueled by some political leaders during the height of the COVID-19 pandemic. The message has taken on added meaning in recent weeks with protests that have erupted across the country calling for justice in the murders of George Floyd, Breona Taylor, Tony McDade and all Black people who have been killed or brutalized by law enforcement.
“We all have a responsibility to speak out against social injustice,” said fashion designer and GMHC Board of Directors member Jason Wu. “This campaign is an opportunity for everyone to take a stand against hate and spread a message of unity, love, and solidarity.”
GMHC is partnering with Harlem United, an HIV/AIDS services organization, and Lantern Community Services, an organization that combats homelessness, to distribute masks and provide food assistance. These organizations primarily serve people of color who have been disproportionately affected by the COVID-19 pandemic and social injustice.
Celebrity participants include Samantha Bee, Sarah Michelle Gellar, Mathew Knowles, Diane Kruger, Javier Muñoz, Bebe Neuwirth, Rosie Perez, Norman Reedus, Mj Rodriguez, Latrice Royale, Cecily Strong, Tommy Ton, and Jason Wu. Public service announcements (PSA) will begin airing nationally over the next several weeks and consist of short testimonials from each celebrity about the personal meaning of “Distance Yourself from Hate.” The campaign will also be launched on social media.