Cablefax The Magazine September 2023 - 51

Join us in celebrating these movers and shakers that are going beyond lip service
to get things done to advance DEI causes.
ADVERTISING INITIATIVE
Open Doors: Where
Small Businesses Thrive
Comcast NBCUniversal
Oftentimes, it just takes someone rolling out the welcome
mat for another to succeed. That was the thought behind
Comcast NBCUniversal's " Open Doors: Where Small Businesses
Thrive " [Abriendo Caminos], which supports small
businesses by providing access to marketing and ad resources
to help spur growth. It's a worthy cause any time,
but especially important now as many small businesses are
still struggling to recover from the pandemic.
The initiative launched in 2022 with State Farm on board
as its inaugural partner and multicultural agency Walton
Isaacson as the creative. The threesome's expertise offered
assistance with everything from logo development, website
building, social media and more to help entrepreneurs
thrive. Open Doors was introduced across NBCU's One
Platform during Hispanic Heritage Month with an anthem
spot and a small businesses spotlight in English and Spanish
language, as well as an easily accessible, bilingual visual
marketing and creative playbook.
Initial Open Door spotlights featured family-owned Venezuelan
restaurant, Cachapas y Mas, located in NYC, as well as
EMPLOYEE RESOURCE
GROUP OF THE YEAR
Hallmark Media's Employee
Resource Council
Hallmark Media's employee-led DEI group has embraced
the motto " You don't have to belong to belong. " In doing so,
it has adopted Hallmark's brand mission central tenant of
love and relationships as a conversation starter for its DEI
efforts.
Examples have included employees in interracial relationships
discussing the impact of the landmark Supreme
Court decision in the Loving v. Virginia case as well as a
panel discussing Hallmark Movies & Mysteries' neurodivergent
love story, " Color My World with Love. "
An ERC conversation about Asian love traditions opened
an opportunity for Social Media Director Sharmistha Chatterjee
to consult on a new June Weddings movie, " Make
Me a Match, " the first Hallmark film to showcase an Indian
wedding. " The idea for [Make Me a Match] was inspired
by an AAPI meeting and presentation about weddings in
Asian culture. This is a true representation of a company's
commitment to diversity, and I'm so thrilled to be part of
this experience, " says Chatterjee.
And what's the Hallmark brand without some greeting
CablefaxDiversity.com
Peter Genovese with the more than 300 holiday cards for residents
of a California veterans home.
cards? Members of the ERC in NYC and L.A. led a campaign
to sign and deliver holiday cards for residents of the
Veterans Home of California-West Los Angeles. The VA
initially asked if Hallmark Media could provide 70 cards.
The team delivered 394 signed holiday cards, giving every
resident a holiday card. " I could not have been prouder of
not only my team that made this possible, but more importantly,
to all of our fellow colleagues who took time to write
a message and hand sign every card, including our very
own Wonya Lucas, who hand delivered her card to me, "
says Peter Genovese, Business Applications Specialist.
September 2023
51
The initiative featured a virtual, bilingual visual marketing and
creative services playbook for small businesses.
woman-owned Louisiana retail store, Fleurty Girl.
" At Comcast NBCUniversal we believe, when economic
growth is sustained for and by the people within the community
itself, small businesses can keep their doors open
and pay it forward for future generations, who will continue
to thrive within their communities, " the company said.
And the door is not closing, with Comcast NBCUniversal
committed to continue to help diverse small business for
another year, with State Farm and Walton Isaacson back
as partners.
http://www.CablefaxDiversity.com
Cablefax The Magazine September 2023

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