In early October, Futures Without Violence and Macy’s – with the help of Federated Media (and its content production abilities) and Fullscreen (and its roster of talent) – launched the RESPECT! Challenge campaign, a national social media contest that asks participants to promote the people that have taught them respect.
This is the third year of the campaign, and for this year’s video Futures Without Violence and Macy’s wanted to target millenials – including high school and college students. The result is two of YouTube’s top performing artists, Christian Collins and Diamond White, covering Aretha Franklin’s “Respect,” and discussing who taught them respect. Between them, Christian and Diamond have over 1 million YouTube subscribers and more than three million Facebook fans.
“What motivated me to get involved is the great cause it represents,” White told Lost Remote. “Domestic violence is something a few of the women in my family went through and conquered so it’s something that means a lot to me.” Read more