Change the Definition
I AM PR Agency was hired by the philanthropic apparel company, Change The Definition, to handle its public and media relations initiatives.
I AM PR Agency is currently responsible for introducing the owner and the company to new media outlets daily.
We are focusing heavily on online publications and blogs, with niches in fashion (urban clothing), and women’s interest.
The campaign is currently ongoing.
Established by volunteer teacher Rebekah Star, Change the Definition Apparel Company, LLC aims to bring about change in African-American communities one shirt at a time.
While working in the Portland Public School System, Rebekah noticed that most of the students falling behind were African-American or Latino. As a black woman she became driven to uplift her community and her people. Years earlier Rebekah had thought of creating a shirt company, and now was the right time to revisit the idea. Rebekah took to Facebook and asked her friends to finish the sentence, “My black is ___,” with the words that best described them. The answers she received were beautiful, and Rebekah turned them into a poem. These definitions represent what the company wants all black children to aspire to. Instead of being stereotyped, Change the Definition hopes they will be automatically thought of as people who deserve an education and are treated with respect and love.
Following a life-changing trip to Ethiopia, Africa, Change the Definition is ready to move forward with a t-shirt design consisting of the poem that changes the definition of black and a “power to the people” fist. This symbol is fitting since Change the Definition strives to create change on a global level. By using our power as consumers we can help at-risk youth embark on a new path to wealth, success, happiness, and most importantly, true freedom.
After 2 years Change the Definition has made a commitment to create a bright future for America’s at-risk youth and children in Africa by investing in education-based projects and programs. Their recent projects include providing over 5,000 take home books for at-risk youth
falling behind in reading and building a library in Ethiopia for kids who lack access to books.
As time goes on, Change the Definition will be releasing limited edition shirts that are socially charged and positive. They will continue to partner with established non-profits and invest in different projects that help children become all these things that change the definition one shirt at a time.
Subscribe
Subscribe to stay up to date with IAMPR!
