The impact of COVID-19 has been far reaching, affecting the health and livelihoods of millions of Americans. We still aren’t sure what the full extent of the damage done by the pandemic will be, but we are starting to see the devastating toll it is taking on Black Communities. Compounded by pre-existing health and financial vulnerabilities, African Americans are being disproportionately harmed by the Coronavirus, and the numbers are staggering.
Recognizing those in need, Procter and Gamble (P&G) and its partner brands have partnered with BET Networks and are #SteppingUp to get communities help and providing it in the places that need it most. BET has established the BETCOVID-19 Relief Fund in partnership with United Way Worldwide to support African Americans that have been severely impacted by the COVID-19 pandemic. This nationwide fund, with an initial focus in Chicago, Detroit, Flint, New Orleans, and New York City, will go directly to the most vulnerable in our communities, with a focus on food insecurity and providing emergency resources.
According to USA Today, in some of the hardest hit areas of the country, African Americans are consistently making up 30-40% of COVID 19-related deaths, while only comprising an average of 13% of the entire population. In some markets the infection and death rate of African Americans is 3-5x larger than the general population.
To support this effort and amplify awareness of the fund, BET will underwrite, produce and air “Saving Our Selves: A BET COVID-19 Relief Effort” today, Wednesday, April 22nd, at 8 pm EST. The special telethon fundraiser, co-hosted by Grammy Award-Winning singer and actress Kelly Rowland, TV personality Terrence J, and actress Regina Hall; will feature virtual appearances and musical performances from some of the biggest names in music and entertainment as they share tips on how to manage, cope and help during the COVID-19 pandemic crisis. Celebrity guest appearances and performances will include DJ Khaled, Charlie Wilson, Chance the Rapper, Kirk Franklin, Fantasia, Melvin Crispell III, and many more.
The special will give up-to-date information and drive viewers to needed resources during this unprecedented time. Proceeds are being donated to African American communities severely impacted by COVID-19. P&G is a leading sponsor and will provide significant cash contributions toward this cause that will support relief and recovery programs in local communities focusing on food distribution, education support, housing assistance, workforce development, and emergency resources. As the world’s largest producer of self-care and personal hygiene products, P&G feels it is their duty to lead the charge in doing the right thing and being a #ForceForGood.
We’d love your support in calling attention to the COVID Relief efforts BET and P&G are leading, how these companies are working to get help to the communities where it is needed most, and how people can contribute to the cause. We can also provide more details about what P&G brands such as Tide, Old Spice, Bevel and Pampers are doing in their local communities to make a difference.
See more information on how P&G is getting involved here: https://us.pg.com/blogs/
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