Overview
#RaceTogether is a promotional Twitter hashtag launched by the American global coffeehouse chain Starbucks to encourage its customers to engage in conversations about the state of race relations in the United States. Upon its launch in March 2015, the campaign immediately became a target of criticisms and mockeries online for its provocative nature.
Background
On March 16th, 2015, Starbucks, in partnership with USA Today, announced the launch a new co-op initiative called “Race Together,” which aims to tackle the issue of race in the United States by encouraging its employees at 12,000 locations to “spark customer conversation on the topic of race." According to the USA Today’s article, Starbucks baristas at participating locations will serve drinks in cups bearing the hashtag #RaceTogether, along with a “Race Together” pamphlet co-written by the coffeehouse chain and the daily newspaper.
Notable Developments
External References
[1]USA Today – Starbucks, USATODAY team to tackle racial issues
[2]BBC– Starbucks #RaceTogether campaign mocked online
[3]Salon – Starbucks’ cringe-inducing #RaceTogether campaign has caused a Twitter firestorm
[4]Mediate – During Starbucks #RaceTogether Panel, MSNBC Guest Awkwardly INforms Feelow Guest He’s Black