ViacomCBS Expands BET’s Content for Change Into Companywide Initiative (Exclusive)

The multi-pronged commitment seeks to apply research, data and quantifiable targets to effect societal change, starting with racial equity and mental health.

ViacomCBS 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.

Content for Change, inspired by the $25 million campaign BET created 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.

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