iHeart announced a partnership with Big Brothers Big Sisters of America.
It said the mentoring organization was selected as part of its grant program to advance social justice, which would be highlighted on its 850 radio stations.
“The goal of the program is to provide a platform for organizations to inspire, educate and empower listeners to take a stand against systemic racism and promote social justice,” the media company announced.
A series of PSAs features voices of young people airing on the company’s stations and the iHeartRadio app. “The spots are focused on the need for Big Brothers Big Sisters mentors, and most especially Black men,” it stated.
The announcement was made by Tony Coles, president of iHeartMedia’s Black Information Network (BIN) and division president of Metro Markets at iHeartMedia, along with Artis Stevens, president/CEO of Big Brothers Big Sisters of America. Stevens also has joined the BIN Advisory Board.
iHeartMedia will participate in the Big Brothers Big Sisters of America 2021 Virtual National Conference that takes place in late June.