[ PEOPLE MATTER MORE ]
[ THE PROBLEM ]
In June, 2020 the murder of George Floyd left Target’s Minneapolis store looted.
[ THE SOLUTION ]
We fell victim to a movement, but now we’ve become a part of it. On purpose. At Target we’re prioritizing people over things. Because stuff matters. But people matter more.
PART OF THE MOVEMENT. ON PURPOSE.
VIDEO // Launch + Minifesto
We were were vandalized — caught in the crosshairs of a movement. We could be angry, upset, or resentful about our victimhood. But we know that there are much bigger victims than ourselves.
VIDEO // Launch + Minifesto
We were were vandalized — caught in the crosshairs of a movement. We could be angry, upset, or resentful about our victimhood. But we know that there are much bigger victims than ourselves.
We were were vandalized — caught in the crosshairs of a movement. We could be angry, upset, or resentful about our victimhood. But we know that there are much bigger victims than ourselves.
RESTORE MINNEAPOLIS
EXPERIENTIAL // Permanent Monument
On Black Friday we'll reopen our Minneapolis Target — but it won't be business as usual.
We will rebuild this Target into a monument of recognition. The Restore Minneapolis Target will feature memories of the movement, art, and dozens of black businesses.
EXPERIENTIAL // Permanent Monument
On Black Friday we'll reopen our Minneapolis Target — but it won't be business as usual.
We will rebuild this Target into a monument of recognition. The Restore Minneapolis Target will feature memories of the movement, art, and dozens of black businesses.
On Black Friday we'll reopen our Minneapolis Target — but it won't be business as usual.
We will rebuild this Target into a monument of recognition. The Restore Minneapolis Target will feature memories of the movement, art, and dozens of black businesses.
We will rebuild this Target into a monument of recognition. The Restore Minneapolis Target will feature memories of the movement, art, and dozens of black businesses.
BLACK FRIDAY
Black Friday can’t just be about sales and good deals, it needs to be about more.
That’s why this Black Friday we’re repositioning the day as a day to shop for good. When you shop Target on Black Friday, 100% of proceeds will be donated to Black Lives Matter.
Black Friday can’t just be about sales and good deals, it needs to be about more.
That’s why this Black Friday we’re repositioning the day as a day to shop for good. When you shop Target on Black Friday, 100% of proceeds will be donated to Black Lives Matter.
That’s why this Black Friday we’re repositioning the day as a day to shop for good. When you shop Target on Black Friday, 100% of proceeds will be donated to Black Lives Matter.
SHOP BLACK
STORE INITIATIVE // Black Loyalty Program
As an ongoing effort beyond Black Friday, we’ll introduce our Black Loyalty Program. When you shop black businesses at Target, you get rewards points for the rest of your shopping, incentivizing shopping for these businesses.
STORE INITIATIVE // Black Loyalty Program
As an ongoing effort beyond Black Friday, we’ll introduce our Black Loyalty Program. When you shop black businesses at Target, you get rewards points for the rest of your shopping, incentivizing shopping for these businesses.
As an ongoing effort beyond Black Friday, we’ll introduce our Black Loyalty Program. When you shop black businesses at Target, you get rewards points for the rest of your shopping, incentivizing shopping for these businesses.
PTO : PURPOSE TIME OFF
INTERNAL COMMITTMENT TO CHANGE
Change happens from this inside out, starting with our culture. We’re adding a new definition of Paid Time Off by giving our employees 2 weeks of extra PTO to engage meaningfully in world events.
INTERNAL COMMITTMENT TO CHANGE
Change happens from this inside out, starting with our culture. We’re adding a new definition of Paid Time Off by giving our employees 2 weeks of extra PTO to engage meaningfully in world events.
Change happens from this inside out, starting with our culture. We’re adding a new definition of Paid Time Off by giving our employees 2 weeks of extra PTO to engage meaningfully in world events.
SUPPORT SUPPLIES
ESSENTIAL SAFETY MATERIALS // Protest Booths + Vehicles
When protests happen, Target will be there to show it’s support by providing safety and protection to protesters under a medical tent. We’ll supply items like mini milk cartons, first aid kits, water, chapstick, saline solution, and face coverings.
ESSENTIAL SAFETY MATERIALS // Protest Booths + Vehicles
When protests happen, Target will be there to show it’s support by providing safety and protection to protesters under a medical tent. We’ll supply items like mini milk cartons, first aid kits, water, chapstick, saline solution, and face coverings.
When protests happen, Target will be there to show it’s support by providing safety and protection to protesters under a medical tent. We’ll supply items like mini milk cartons, first aid kits, water, chapstick, saline solution, and face coverings.
STAKING SEEDS OF A MOVEMENT
PRODUCT // Yard Signs
We know we have a big voice, and now we’re actively using it to further our connection with community and humanity.Target will provide yard signs encouraging shoppers to join the movement — a literal stake in the ground on our stance.
PRODUCT // Yard Signs
We know we have a big voice, and now we’re actively using it to further our connection with community and humanity.Target will provide yard signs encouraging shoppers to join the movement — a literal stake in the ground on our stance.
We know we have a big voice, and now we’re actively using it to further our connection with community and humanity.Target will provide yard signs encouraging shoppers to join the movement — a literal stake in the ground on our stance.
CREDITS
ALISHA BENDA // writer
RILEY DRAPER // art director
SHANTICE EDWARDS // art director
ME // art director