Brian Roberts
Brian Roberts

Comcast is taking a corporate leadership role in combatting racism as CEO Brian Roberts today launched a $100M program to fight injustice and inequality against any race, ethnicity, gender identity, sexual orientation or ability.

The sum will be split between $75M in cash and $25M in media and spent during the next three years, according to a letter that Roberts posted on the Comcast site,

"While we recognize we don’t have all the answers, we agree it’s time that we start putting our words into real, sustainable action," he wrote.

Roberts will coordinate the effort with Craig Robinson, executive VP & chief diversity officer at Comcast's NBCUniversal unit.

He named the National Urban League, Equal Justice Initiative, NationalAssociation for the Advancement of Colored People, the National Action Network and the Community Justice Action Fund as social justice groups likely to receive funding from Comcast. The company also will invest in small businesses launched by Black, Latinx and female entrepreneurs.

There will be mandatory anti-racism and anti-bias training for employees.

On the media front, Roberts promised to highlight "Black voices and Black stories" and to educate viewers on "diverse and inclusive cultures, perspectives and experiences, by making anti-racism education and inequality awareness a priority."

NBC News will host a series of town halls, similar to its ‘Can You Hear Us Now’ special that aired last week, while Comcast's X1, Flex, Peacock and Sky platforms will promote and amplify multicultural content.

Rober pledged that Comcast will play an integral role in driving lasting reform and help create a more equitable, just and inclusive society.

Let's hope other corporations play follow the leader.