Racial and social justice initiatives help to build socially sustainable communities. To end systemic racism and advance racial equity, businesses must be engaged. After the murder of George Floyd, Assistance Animals Consulting, an emerging company, wanted to impact positive social change but did not know how the company could make a positive impact.

We consulted with the company to better understand their industry, business model, passions and capability. We used this information to determine where the company could be most impactful in advancing racial and social justice.  We identified three spheres of influence:  public education, diversity and inclusion within veterinary medicine, and strategic philanthropy.  Focused on these key areas, we developed the company’s “Statement on Ending Institutional Racism and Systemic Oppression,” and we created its social impact strategy—the “Racial and Social Justice Impact Initiative.” This three-prong strategy seeks to address racism in the field of veterinary medicine, build capacity among veterinarians of color through promoting a black veterinary medicine network, and encourage strategic philanthropy among veterinarians.

The company’s “Statement on Ending Institutional Racism and Systemic Oppression” along with its “Racial and Social Justice Impact Initiative” empowered the company to make its unique impact. The Initiative included three components, each with its own strategy:

1. Public education : A social media campaign that educated the public on systemic racism within the field of veterinary medicine

2. A nonprofit partnership : A strategic collaboration focused on increasing diversity within the profession

3. “Racial and Social Justice Giving Circle,” : A philanthropic initiative focused on the #YouMatterFund:  Veterinarians for change, encouraging veterinarians to fund organizations doing racial and social justice work.

Through our services the company’s “Racial and Social Justice Impact Initiative” not only helped to advance racial and social justice, it also elevated the company’s profile, increased engagement on their social media channels, and raised funds.