Addison-based Bottle Rocket has activated a campaign called the Juneteenth Movement “to bring together businesses in Dallas and beyond to put a voice and actionable change behind the racial injustice that plagues our nation,” according to a statement.

The digital experience consultancy named its movement after the oldest known commemoration of the end of slavery in the United States: Juneteenth. It was also named in support of the change needed in the world, according to a statement. Through this initiative, Bottle Rocket is committing itself to “greater awareness, meaningful reflection, and deeper empathy” while taking a stance against racial inequality—and inviting other companies to do the same.

On Juneteenth, which takes place on June 19 every year, all of Bottle Rocket’s 250 employees will be given “a company-wide day of reflection, learning and action” in order to combat racial inequality, according to a statement. But, the company wants to continue its commitments every day of the year, not just on Juneteenth.
 
“As Juneteenth approaches, we felt there was no better time to stand up and make a bold statement about what we have chosen to do as an organization that firmly believes in diversity, inclusion and racial equality for everyone,” Calvin Carter, Bottle Rocket Founder and CEO, said in a statement. “We are not treating this like another day off, but instead taking action to truly bring about change both here in Dallas and hopefully everywhere. We must fight the natural inertia that surrounds this topic and seek to be better and more aware humans each and every day.”
 
Other companies nationwide including J.C. Penney Co., Qatalyst Partners, Spotify Technology, and Quicken Loans have designated Juneteenth as a paid day off. Bottle Rocket has put together a starter pack that includes resources and activities to help other companies effectively join the Juneteenth Movement.
 
“We have gathered a large number of suggested activities in each of the three categories of reflection, learning and action. We gladly give all of these things to anyone willing to listen to us,” Carter said. “We certainly don’t have all of the answers, but what we have is a passion for change and a playbook to share.”

Bottle Rocket has also created an advisory board committed to inclusion, condemning racial injustice, and standing up against inequality.

“I personally invite you to join us and the countless others that are committed to learning together, broadening the conversation and taking action,” Carter said. “We know what we can do on our own, but if we all work together, we can do so much more.” 

Lauren Hawkins contributed to this report.

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