In addition to funding partner content, APX has directly produced inclusive content in collaboration with media platforms, including “Inside the Black Box” with Crackle Plus and The General, “Impact with Gal Gadot” with National Geographic, and “Big Boys Don’t Cry” with Sky TV and Royal London.
Alongside the investment fund via APX Content Ventures, the Once & For All Coalition has developed Prism, a readiness tool for businesses to develop more equitable relationships, and an automatic opt-in program for its media buyers and planners to fairly engage, evaluate and invest in opportunities with diverse-owned and targeted suppliers.
The advertiser members of Once & For All Coalition are also part of a measurement pilot designed to help create more equitable solutions for counting multicultural audiences, which has been a long-standing issue in the industry.
Publicis received 167 ideas, and proposals were selected based on the content, equitable terms for producers, how they think about diversity in front of and behind the camera, and the ways brands can play a role within and alongside the content, among other criteria.
“Our partnership with APX Content Ventures has been remarkable. We are so elated and proud to receive this level of support to curate content specifically for our Black culture," said Jessica Garrett Modkins, president of Hip Rock Star Media, in an email to Ad Age. "We don't take this moment lightly. Our purpose has always been clear, and our partnership with APX Content Ventures provides the ability to live out our purpose in a grand way—to tell our stories through our lens with passion and apology-free.”