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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Talking About Race

Finalist in Cultural Institution, Human Rights

Entered in Social Movement


Talking About Race is an online resource for educators, parents and caregivers and the general public designed to demystify and empower communities to discuss race and its role in our lives. With the understanding that talking about race, although hard, is necessary, the National Museum of African American History & Culture’s (NMAAHC), launch of an online hub for individuals and groups seeks to offer tools and guidance to demonstrate the importance of talking about, and reflecting on, race.

By offering curricular materials and resources on topics such as the historical foundations of race and unconscious bias, NMAAHC can promote its role as a trusted source of the nation’s history and ongoing legacies. Talking About Race supports NMAAHC’s four pillars and offers a platform for visitors from across the country and around the world to engage, discover and communicate.

Strategy and Execution

“Talking About Race” utilizes Web-based tools to guide users through role playing exercises, video presentations and scenario-based questions to help individuals, families, and communities talk about racism, racial identity and the way these forces shape every aspect of society.

Spencer Crew, interim director of the National Museum of African American History & Culture, explained that “the heightened response across the country to recent racially charged incidents prompted an earlier release date of the portal.”

By sending a press release announcing the website and background on the project, the Museum aims to help individuals and communities foster constructive discussions on one of the nation’s most challenging topics: racism, and its corrosive impact. Research shows that many people feel they do not have the information needed to discuss race in a way that is candid, safe and respectful of other viewpoints and experiences. 

“We hope that people will use this site to become more comfortable about engaging in honest dialogue and self-reflection,” said Crew.”

“Talking About Race” builds upon decades of work by the museum’s educators. It is the result of extensive research, studies, consultations, and educational resources from these fields: history, education, psychology and human development. It includes published research from leading experts, activists, historians, and thought leaders on race, equity, and inclusion.

“Talking About Race” portal was touted on social media, Twitter and Facebook throughout the initial rollout and continues as we build audience interest. A social media toolkit was produced to encourage media and influencers to share the Website through their social channels.

Phase one of the portal features eight foundational subjects including:


Public response has been resoundingly positive since the reveal of the Talking About Race Web portal on May 31st. Since the initial release, the NMAAHC website has seen a significant increase in traffic, engagement and new visitors. The following metrics represents website traffic from May 31st, 2020 – June 7, 2020:






Below is the breakdown of the top 10 pages visited on the TAR web portal and their pageviews:



As an institution that believes strongly in social justice the activities in the streets of this nation and around the world are inspiring for the changes they are seeking to create. As a museum we have sought to join this movement against racism through the launching of our “Talking About Race” portal.  The portal has been well received and inspiring to many. 


Video for Talking About Race

Entrant Company / Organization Name

The National Museum of African American History and Culture / The Smithsonian Institution


Entry Credits