Doritos SOLID BLACK. (306042)
Doritos SOLID BLACK. Credit: Doritos / PR Newswire

Doritos has announced a new financially-backed initiative that’s all about amplifying Black joy, strength and resilience in Black communities, reports AfroTech.

As part of its 2020 Amplify Black Voices program Doritos is now launching and funding Solid Black — a new multi-platform initiative that’s dedicated to uplifting the voices of Black creators and innovators.

The initiative will reportedly involve Doritos investing more than $5 million in resources to help drive change in Black communities on behalf of the voices and stories that often go unheard.

“Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity,” Stacy Taffet — VP of marketing, Frito-Lay North America — said. “We are proud to provide a platform and resources to innovators and creators who are making a lasting impact on culture and hope that their stories can inspire the next generation in the continued effort to create a more equal and diverse world.”

Solid Black will kick off later this summer introducing Doritos’ inaugural class of Changemakers, which is comprised of Black leaders using “innovation and boldness to drive culture and give back to their communities.” Each member of the inaugural class will receive $50,000 to support their work and have their stories highlighted on all of Doritos’ public channels.