Doritos says its investment in the #AmplifyBlackVoices effort includes giving Black artists the chance to take over $650,000 worth of its outdoor advertising inventory. Doritos says it is working with Black Lives Matter to identify artists in cities including Minneapolis, Washington, D.C., New York, Los Angeles, Seattle, Atlanta, Dallas and Houston for the project. Billboards, murals and other installations are set to begin going up on July 6.
Each installation is set to include a quick nod to the brand, in a signoff message that says “Doritos stands with” before the artist’s signature, and the hashtag #AmplifyBlackVoices.
Doritos is not the first major brand to turn outdoor ad space into messages of support for the Black community nationwide. Earlier this month, Twitter began posting Black Lives Matter tweets on billboards and other outdoor displays.
Doritos is promoting its effort on social media with a message featuring white text on a black background that includes the brand declaring that it hasn't been bold lately, and saying that it is giving over its platforms in the coming weeks "to amplify the voices that need to be heard right now—Black voices."