If a black boy is born in the US today, he will have a 33% chance of going to prison in his lifetime. Stated another way – 1 in 3 black boys born today will face prison time. It has become sad normality, almost a backwards rite of passage, for black young men to enter the penal system and never return to our communities. And if we are “lucky” enough for them to return, they usually are much hardened criminals than they ever were before.

Black men represent 8% of the population of the United States but comprise 3% of all college undergrads, 48% of inmates in prison and are 5 times more likely to die from HIV/AIDS than white men. 50% of black boys do not finish high school, 72% of black male dropouts in their 20s are unemployed and 60% of black male dropouts are eventually incarcerated.

To respond to this deepening crisis, the Open Society Foundation founded by George Soros developed a grant-making fund to improve black males’ life outcomes. This fund is called the Campaign for Black Male Achievement (CBMA). While CBMA has had great success in building initiatives around fatherhood and family, education, living wage, and other areas, the campaign recognizes it needs to invest more in strategic communications to promote positive messages and frames about black men and boys.

CMBA and the Knight Foundation are partnering with the American Values Institute (AVI), founded by Alexis McGill Johnson, to create a conversation on December 7 and 8 called: Black Male: Re-Imagined, to explore opportunities to invest in art, culture, and communications to change the negative perceptions of black men. The questions guiding this conversation are: If we could create a campaign or set of campaigns that would change the way we look at black males over time, what would that look like?

What is Black Male: Re-Imagined?

Black male: Re-Imagined is a two day, invitation-only, closed-door, summit of 60 of the most thoughtful and creative media influencers, foundation executives, and the organizations they fund. We are gathering together to consider what kind of real financial investment can be made to influence media and culture to change perceptions about black males. We are honored to take part in this.

Our goals will be to: 1) discuss campaign strategies to ‘rebrand and re-imagine’ black men. 2) explain the business models of various communications methods so that foundations can invest wisely. 3) Develop a working group to continue the conversation.

We have built brands our whole lives, that is what we do. It is time that we re-invent the brand of the black male and stop the cradle to prison pipeline and replace it with a world that is much more hopeful and optimistic for young black men. For no child should ever think that they have a 1 in 3 chance of going to prison. There has to be another choice on the test.

-Russell SimmonsAndre Harrell

co-authored by Andre Harrell. Andre Harrell is founder of the record label, Uptown Records, who signed Mary J. Blige, Heavy D amongst many others. Harrell also served as president/CEO of Motown Records.

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