*Since 2016, the NFL has been dealing with bad press from the Colin Kaepernick kneeling protests and its aftermath.
The controversy led many to believe (and many probably still believe) that the NFL did not (does not) support the African American community and the social issues – such as police brutality – that black men in particularly face. Even bringing in Jay-Z and his Roc Nation last year did not quell the feels around the situation.
Well, the NFL wants everyone to know that they DO support the African American community.
“For the entire 100-year history, giving back to the community has been a priority and other than playing football, it’s really been about community for us as a league,” said Anna Isaacson, the NFL’s senior vice president of social responsibility, in a phone interview with the EUR. “I would say that specifically in the last couple of years our focus on social justice is real.”
Isaacson continued, “It’s coming from a place where we realized that the issues that our players were bringing to the forefront didn’t just impact players and athletes but impact us all and the NFL had a role a to play in helping to solve some of these issues. We know that issues of race and social injustice are huge. Unfortunately, they will take a lot to overcome but we want to be part of the solution.”
Part of the solution is the NFL’s “Inspire Change” initiative.
“’Inspire Change’ is our social justice platform and the focus is on reducing barriers to opportunity,” Isaacson said. “We focus on three key areas – education and economic advancement, criminal justice reform, and community and police relations. We launched Inspire Change last January (2019) and just relaunched it a couple of weeks ago. But I would say the social justice (platform) started two years or so before we launched a formal brand.”
Isaacson continued, “A lot of what we’ve done for years and decades has been focused really on underserved communities and bringing communities together. Certainly, the challenges in 2016 and 2017 and the issues our players brought to the forefront on social justice have really hit home and struck a chord with us. We decided as a league that there was a role for us to play on these issues.”
Under the “Inspire Change” banner, the NFL launched the “306 African American History” program, fully funded by the league, in January 2019. The use of the numbers “306” is for the significance the numbers played throughout African American history. For example, the Harlem Artist Collective Group 306 and Dr. Martin Luther King, Jr. was staying in room 306 when he was assassinated in Memphis.
Students in grades 9-12 can take advantage of the “306 African American History” educational program, focused on African American history and taught in schools that otherwise may not have the funding for such a course. Designed by digital curriculum leader EVERFI, the program emphasizes stories of African American men and women who made (and make) strides in science, academia, music, sports and the arts.
“We actually partnered with Dr. Clayborne Carson (selected in 1985 by Coretta Scott King to edit and publish the papers of her late husband) out at Stanford University as one of our subject matter experts,” said Ira Frankel, EVERFI’s executive vice president of global marketing. “We wanted to build a course that would really make an impact on the community. One thing that we’re really passionate about is that African American History should not just be observed in February. It should be taught year-round.”
Frankel added, “The stories that we tell focus on strength, resiliency, and achievement. In every community, we believe in these foundational elements and that’s why we went to the NFL and (work with other companies) – looking to give back and where it will make a difference in students’ lives.”
The NFL has a hands-on approach with their involvement. NFL players are paired with schoolteachers (in person and through video conferencing). Together, they teach students about the iconic figures and movements in black history (as shown in video above).
The program has reached over 10,000 students in Arkansas, Florida, Georgia, Montana, Minnesota, and North Carolina. It is important to note that the Minnesota Vikings played an important part in the NFL funding the program fully.
“Before we decided to provide support for it, the Minnesota Vikings had actually supported the program on their own with EVERFI,” said Alexia Gallagher, the vice president of philanthropy and executive director of the NFL Foundation. “And we were happy to see that they saw great success with the program and proud that they were in the forefront of that.”
Vikings defensive end Stephen Weatherly was eager to support the program.
“This is my second year doing it,” said Weatherly. “I’m a big proponent of education and a lot of things that have been going on could have been avoided if there was proper education – on both sides – the community and law enforcement. It allows African Americans to have a voice and the next step is the Native American workshop, right? If everyone knows about everyone else’s background then everyone is more understanding.”
Weatherly added that recent controversial events showed him and other players that the days are gone when they are just supposed to shut up and play.
“All the while we knew that we could monetize our platform for deals,” said Weatherly. “But we really didn’t know how far our voice could carry in the community in regard to social justice issues until the kneeling situation. We realized that we could do more than just promote a brand. I can actually inspire change in the community by backing something that I firmly believe in.”
The NFL Foundation just doubled its commitment to the “306 African American History” program. So, more schools, teachers, and students from across the country will we be able to participate.
For more information on “306 African American History,” go here.
Fore more information on “Inspire Change,” go here.
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