BET is launching a $25 million social justice initiative during a time of crisis.

In a statement to Blavity, the network said its Content for Change program "will focus on racial justice, economic empowerment, education, health and civic participation to address racial inequalities."

With the $25 million project, the company is creating media content designed to inspire and inform its viewers during a critical period. The content airing on the network will include original short-form programming, messages of inspiration from Black political leaders and activists, as well as movies such as Selma, Marshall, Race and Do the Right Thing. 

"The groundbreaking initiative will support the creation, distribution, marketing and promotion of content that will help drive the critical changes needed to eliminate systemic racism and inequality in America," BET stated. 

The company is launching its latest project as part of a series of programs designed to uplift the community during recent months of crisis, including COVID-19 and the death of George Floyd.

"In the wake of the tragic death of George Floyd and on the heels of the SOS COVID-19 Relief Effort which raised $17 million, and the series of recent BET News specials, BET is launching this initiative to drive the creation and consumption of content that will help address the issues underlying pervasive racial inequities," the network stated.

BET has also produced a short video titled "Dear Black People", which shares a message of love and unity with the community. In addition, the BET Presidential Forum is expected to air at some point, but a date has not yet been set. 

The network plans to work with its partners to provide a platform for more Black voices and to call for action during this time of tension. 

"Media plays a pivotal role in shaping and driving individuals’ and communities’ values, perceptions and actions," the company stated. "BET, in partnership with corporate, civil rights and social justice organizations, will leverage its unique position and platforms to positively impact social justice outcomes for Black Americans."

Last week, the network aired a program titled Justice Now: A BET Town Hall. Hosted by Marc Lamont Hill, the town hall brought together a panel to discuss social justice in a time where the Black community continues to suffer from police brutality. The panel included  Georgia House Democratic Leader, Stacey Abrams; Color of Change president, Rashad Robinson; Princeton University’s African American Studies professor, Imani Perry; and author Brittney Cooper. 

BET also published a letter, demanding justice for recent victims of police brutality such as George Floyd, Ahmaud Arbery and Breonna Taylor. 

"Our community’s power remains unshakable," BET wrote. "We cannot be crushed under the weight of white supremacy. Black people are too resilient for that. Too bright for that. We deserve more."

The Content for Change programs are scheduled to begin on Juneteenth, the national holiday celebrating the end of slavery in America.

“For forty years, BET has been a unifying space for Black people to be seen, heard, showcased and celebrated," BET President Scott Mills stated. "As many in America move more boldly and with a greater sense of urgency to address racial inequities, we will utilize the full breadth of our capabilities and partnerships to help drive this critical change.” 

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