Color of Change

Professional services

A United States progressive nonprofit advocacy organization focused on racial justice, Black political power, criminal justice reform, and media accountability.

Last updated October 23, 2026

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Overview

Color of Change is a progressive nonprofit civil rights advocacy organization in the United States. It was established in 2005 in the aftermath of Hurricane Katrina by James Rucker and Van Jones, who sought to adapt the online organizing and email-list model associated with MoveOn.org to the political and civic needs of African American communities. The organization uses digital communications, online petitions, member mobilization, public campaigns, corporate pressure, and policy advocacy to address racial injustice and strengthen Black political influence. The organization operates primarily as a 501(c)(4) advocacy group and has an affiliated political action committee. Its campaigns have covered criminal justice, policing, voting rights, private prisons, media representation, entertainment-industry diversity, internet policy, corporate political activity, and the treatment of Black communities in news coverage. Rather than functioning as a conventional consumer brand, Color of Change is a membership-based advocacy platform whose principal offerings are campaigns, petitions, research, public education, and coordinated pressure on institutions. Color of Change gained early national visibility through its support for the Jena Six legal defense effort. The organization raised approximately $212,000 through online donations, and the campaign substantially expanded its membership. It later mobilized supporters around the case of Troy Davis, the killing of Trayvon Martin, opposition to private-prison investment, and the repeal of stand-your-ground laws. Its work against the American Legislative Exchange Council, or ALEC, encouraged corporations to reconsider their financial relationships with the organization after debates over voter-identification and stand-your-ground legislation. The group has also become known for media and entertainment campaigns. It organized advertiser pressure against Glenn Beck's Fox News program following comments that Color of Change characterized as racist, participated in a campaign challenging recurring statements on Fox News, and urged MSNBC to remove Pat Buchanan from its programming. In entertainment, it opposed Oxygen's proposed reality series All My Babies' Mamas, criticized the lack of Black women in Saturday Night Live's repertory cast, petitioned Sony over leaked emails involving Amy Pascal, and later partnered with Michael B. Jordan on the #ChangeHollywood initiative. That initiative promoted greater investment in Black creatives, more diverse storytelling, and changes to resource allocation in the entertainment sector. Color of Change also conducts research and policy advocacy. Its 2015 collaboration with Media Matters for America produced a report criticizing the accuracy and racial framing of television crime reporting in New York City. The organization has supported net neutrality, called for scrutiny of financial institutions after the housing and foreclosure crisis, challenged political and corporate practices it views as harmful to Black communities, and pushed wedding-planning platforms to reduce the promotion of former slave plantations as romantic event venues. Rashad Robinson joined the organization in 2011 and became its president. Under his leadership, Color of Change continued to combine online member action with institutional campaigns directed at media companies, technology platforms, entertainment firms, elected officials, and corporate investors. In December 2019, Heather McGhee became chair of the board. Color of Change remains an active U.S. racial-justice advocacy organization whose influence is exercised through public campaigning and coalition-based pressure rather than through commercial products.

History

Color of Change was founded in 2005 after Hurricane Katrina by James Rucker and Van Jones. Both founders had prior experience in progressive organizing: Rucker had worked with MoveOn.org's political and civic organizations, while Jones had founded the Ella Baker Center for Human Rights. Their objective was to create an internet-centered organization that could build political voice and collective action among African Americans, using email lists and emerging social-networking tools to reach members rapidly and coordinate campaigns. The organization's early development was shaped by criminal-justice advocacy. Its national campaign for the Jena Six legal defense raised approximately $212,000 through online contributions. The effort brought Color of Change national attention, increased its membership, and demonstrated the organization's model of combining digital communications with fundraising and public pressure. The group subsequently supported Troy Davis, delivering more than 666,000 petitions seeking clemency to Georgia authorities in 2008. Although clemency was denied and Davis was executed, the campaign reinforced Color of Change's role in debates over capital punishment and racial disparities in criminal justice. Color of Change expanded its criminal-justice agenda during the early 2010s. It supported Trayvon Martin after his killing in 2012 and called for repeal of stand-your-ground laws. In 2011 it began targeting the American Legislative Exchange Council over voter-identification laws, later broadening the campaign to address stand-your-ground policy. The organization encouraged companies to withdraw financial support from ALEC, and several major corporations subsequently ended or reconsidered those relationships. In 2013, it also called on investors to divest from private-prison companies; the campaign was later associated with almost $60 million in corporate divestment from the private-prison industry. A second major strand of Color of Change's work has involved media accountability. In 2008, it joined Nas, MoveOn.org, and Brave New Films in a campaign criticizing Fox News coverage of President Barack Obama and First Lady Michelle Obama. The effort generated approximately 620,000 petition signatures. In 2009, the group organized advertiser pressure against Glenn Beck's Fox News program after remarks about Obama that it considered racist. In 2011, it urged MSNBC to remove Pat Buchanan, citing statements and affiliations it considered connected to white supremacy. MSNBC suspended Buchanan's program and canceled it in 2012. The organization also challenged racial stereotypes and representation in entertainment. In 2013, it opposed Oxygen's proposed reality program All My Babies' Mamas, arguing that the concept presented damaging images of African American families. A petition attracted more than 40,000 signatures, and Oxygen announced that the show would not proceed. Later that year, Color of Change criticized Saturday Night Live for its limited record of casting Black women in repertory roles. In 2014, it petitioned Sony Pictures Entertainment to remove Amy Pascal after leaked emails included comments about films dealing with slavery and the pre-civil-rights era. In 2015, Color of Change and Media Matters for America released a report criticizing television crime reporting in New York City for inaccurate and racially harmful framing. Color of Change has also participated in broader progressive policy coalitions. Its representatives attended a Democracy Initiative meeting concerning political spending and voter-identification laws, advocated investigations of Wall Street banks after the housing and foreclosure crisis, and criticized members of the Congressional Black Caucus who opposed net-neutrality protections. In 2019, it joined a coalition urging Senate action on the Save the Internet Act. That year, it also engaged wedding-planning websites about the promotion of former slave plantations as venues, leading five major sites to pledge changes in their treatment of such locations. In entertainment advocacy, the organization partnered with actor Michael B. Jordan in 2020 to launch #ChangeHollywood. The initiative set out recommendations for investing in diverse stories, supporting Black creative workers, and changing how entertainment resources are allocated. Leadership during the organization's mature period has included president Rashad Robinson, who joined in 2011, and Heather McGhee, who became chair of the board in December 2019. Color of Change remains an active 501(c)(4) advocacy organization with an affiliated political action committee. Its operating model continues to rely primarily on online member communication, coalition work, research, petitions, and targeted campaigns against institutional practices that it views as harmful to Black communities.

2020
#ChangeHollywood launches
[1]Color of Changeen.wikipedia.org
Color of Change and Michael B. Jordan introduced an entertainment-industry initiative focused on racial representation and support for Black creatives.
2019
Heather McGhee becomes board chair
[1]Color of Changeen.wikipedia.org
Heather McGhee became chair of Color of Change's board of directors in December.
2015
Ranked among Fast Company's most innovative companies
[1]Color of Changeen.wikipedia.org
Color of Change was ranked sixth on Fast Company's list of the world's 50 most innovative companies.
2013
Private-prison divestment campaign
[1]Color of Changeen.wikipedia.org
The organization began pressing investors and companies to divest from private-prison interests.
2011
ALEC campaign begins
[1]Color of Changeen.wikipedia.org
Color of Change launched a boycott and corporate-pressure campaign against ALEC over voter-identification laws, later adding stand-your-ground laws to its focus.
2008
Troy Davis clemency campaign
[1]Color of Changeen.wikipedia.org
The organization delivered more than 666,000 clemency petitions to Georgia authorities on behalf of Troy Davis.
2007
Jena Six legal-defense campaign
[1]Color of Changeen.wikipedia.org
An online fundraising and advocacy campaign raised approximately $212,000 for the Jena Six legal defense and substantially expanded the group's membership.
2005
Organization founded after Hurricane Katrina
[1]Color of Changeen.wikipedia.org
James Rucker and Van Jones established Color of Change as an internet-centered organization intended to strengthen African American political participation and advocacy.

Products and positioning

A digitally organized racial-justice advocacy platform that combines Black political organizing, public-interest research, coalition building, and pressure campaigns aimed at corporations, media organizations, elected officials, and policymakers.

Digital organizing · 2005
Online advocacy campaigns
Color of Change uses email, online petitions, social media, and coordinated member actions to bring public attention to racial-justice issues and pressure institutions. Campaigns may target elected officials, media companies, entertainment producers, technology policy, investors, or corporate partners. The organization's digital infrastructure is central to its identity and allows supporters to receive calls to action, sign petitions, donate, and participate in collective advocacy.
Research and public education
Civil rights research and reports
The organization produces or co-produces research intended to document racial bias, media framing, criminal-justice practices, and institutional accountability. A notable example is the 2015 report produced with Media Matters for America on the accuracy and racial implications of television crime reporting in New York City.
Institutional advocacy
Corporate accountability campaigns
Color of Change mobilizes members to influence corporate conduct through petitions, boycotts, advertiser pressure, investor campaigns, and public demands. Examples include efforts involving Fox News advertisers, ALEC's corporate supporters, private-prison investments, wedding-planning platforms, and entertainment companies.

Controversies

2020
Airbnb announces Project Lighthouse to address discrimination
Airbnb announced Project Lighthouse, an initiative intended to uncover, measure and address discrimination on its platform. The company said it would research when and where racial discrimination occurs and investigate instances of discrimination.
Source

2020#ChangeHollywood
United States
Color of Change partnered with Michael B. Jordan on recommendations for improving racial representation, supporting Black creatives, and reallocating resources in entertainment.
Source
2019Plantation-wedding advocacy
United States
The organization contacted wedding-planning websites about the romanticized promotion of former slave plantations as wedding venues.
Outcome. Five major wedding-planning websites pledged to reduce such promotion.
Source
2013Private-prison divestment
United States
Color of Change demanded that investors withdraw from private-prison companies and helped build public pressure around the industry's role in mass incarceration.
Outcome. Nearly $60 million in corporate investment was subsequently reported as divested from the private-prison industry.
Source
2013All My Babies' Mamas
United States
Color of Change petitioned Oxygen and NBCUniversal to stop a proposed reality show that it said reinforced harmful stereotypes about African American families.
Outcome. Oxygen announced that the program was canceled before production.
Source
2012Trayvon Martin and stand-your-ground campaign
United States
The organization supported Trayvon Martin's family and advocated repeal of stand-your-ground laws nationwide.
Source
2011Pat Buchanan campaign
United States
Color of Change called for MSNBC to remove Pat Buchanan because of remarks and affiliations the organization associated with white supremacy.
Outcome. MSNBC suspended Buchanan's show for four months and canceled it in February 2012.
Source
2011ALEC boycott
United States
Color of Change urged companies to stop funding ALEC, initially focusing on voter-identification legislation and later incorporating stand-your-ground laws.
Outcome. A number of major companies withdrew or reconsidered their ALEC support.
Source
2009Glenn Beck advertiser campaign
United States
The organization urged advertisers to leave Glenn Beck's Fox News program after comments about Barack Obama that it characterized as racist.
Outcome. Affected advertisers shifted their advertising to other Fox programs.
Source
2008Troy Davis clemency
United States
The organization collected and delivered more than 666,000 petitions seeking clemency for Troy Davis.
Outcome. Georgia authorities denied clemency, and Davis was later executed.
Source
2008Fox News accountability campaign
United States
Color of Change worked with Nas, MoveOn.org, and Brave New Films to challenge what it described as recurring racist comments and coverage on Fox News.
Outcome. The campaign collected approximately 620,000 petition signatures, which were delivered to Fox News.
Source

Showing the 10 most recent.

Brand decisions

2020
Launch #ChangeHollywoodStrategy
Background
Color of Change identified entertainment-industry representation and resource allocation as important components of racial justice.
Action taken
Working with Michael B. Jordan, it published recommendations for supporting Black creatives, investing in diverse stories, and changing industry practices.
Source
2013
Target private-prison investmentStrategy
Background
Color of Change linked private-prison financing to its broader critique of mass incarceration and the criminal-justice system.
Action taken
The organization campaigned for investors and corporations to divest from private-prison interests.
Aftermath
Nearly $60 million in corporate investment was subsequently reported as withdrawn from the private-prison industry.
Reported corporate divestment from the private-prison industry. Nearly $60 million (After the 2013 campaign began)
Source
2011
Expand the ALEC campaign from voter ID to stand-your-ground lawsStrategy
Background
Color of Change initially opposed ALEC's support for voter-identification laws. Following the killing of Trayvon Martin and renewed national attention to stand-your-ground statutes, the organization broadened the campaign.
Action taken
It urged corporations to end financial support for ALEC and connected the campaign to broader criminal-justice and racial-equity concerns.
Aftermath
Several major companies withdrew or reconsidered their relationships with ALEC.
Source

Recent events

2020
#ChangeHollywood initiative launches[1]Color of Changeen.wikipedia.org
Campaign · Product launch
Color of Change and Michael B. Jordan launched an initiative offering recommendations for greater investment in diverse storytelling, support for Black creatives, and redistribution of entertainment-industry resources.
2019
Color of Change supports net neutrality[1]Color of Changeen.wikipedia.org
Campaign · Regulation
The organization joined other advocacy groups in urging pressure on Senate Majority Leader Mitch McConnell to allow consideration of the Save the Internet Act.
2019
Plantation-wedding promotion campaign[1]Color of Changeen.wikipedia.org
Campaign · Other
After engagement by Color of Change, five major wedding-planning websites pledged to reduce promotion and romanticization of weddings held at former slave plantations.
2015
News accuracy report on crime coverage[1]Color of Changeen.wikipedia.org
Campaign · Other
Color of Change and Media Matters for America published a report arguing that New York television crime reporting distorted perceptions of criminal justice and harmed Black communities.
2014
Color of Change petitions Sony over Amy Pascal emails[1]Color of Changeen.wikipedia.org
Campaign · Other
Following leaked Sony emails, the organization petitioned Sony Pictures Entertainment to remove co-chair Amy Pascal, objecting to comments that referenced films about slavery and the civil-rights era.
2013
Private-prison divestment campaign[1]Color of Changeen.wikipedia.org
Campaign · Other
Color of Change urged investors to divest from private prisons. The campaign was later associated with nearly $60 million in corporate divestments from the sector.
2013
All My Babies' Mamas campaign[1]Color of Changeen.wikipedia.org
Campaign · Product launch
The organization challenged Oxygen and NBCUniversal over a proposed reality series that it said promoted harmful stereotypes about African American families. Oxygen subsequently announced that the program would not proceed.
2013
Color of Change criticizes Saturday Night Live diversity[1]Color of Changeen.wikipedia.org
Campaign · Other
An open letter from Rashad Robinson criticized SNL executive producer Lorne Michaels over the limited representation of Black women in the show's repertory cast.
2012
Trayvon Martin campaign and stand-your-ground advocacy[1]Color of Changeen.wikipedia.org
Campaign · Other
Color of Change launched a campaign supporting Trayvon Martin and advocated repeal of stand-your-ground laws across the United States.
2011
Campaign pressures MSNBC over Pat Buchanan[1]Color of Changeen.wikipedia.org
Campaign · Leadership change
Color of Change called for Pat Buchanan to be removed from MSNBC programming, citing remarks and associations it characterized as supportive of white supremacy. MSNBC suspended his program and later canceled it.

Showing the 10 most recent.

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