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When the Covid-19 pandemic hit the U.S., brands quickly stepped up to reassure frightened Americans that they were there for them. In countless campaigns, brands let the public know that they were helping by donating money, making masks and giving consumers grace periods on things like utility and mortgage payments.
But when black Americans are being killed—whether by police as in the case of Minnesota’s George Floyd, who was suffocated by a white police officer who pinned him down by kneeling on his neck on Monday, or in incidents like the killing of Ahmaud Arbery, who was chased and fatally shot by three white neighbors while out on a run in his Georgia neighborhood on Feb.