USTA announces launch of new social responsibility campaign 'Be Open'



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USTA announces launch of new social responsibility campaign 'Be Open'

Tennis -The United States Tennis Association (USTA) has announced the launch of its new social responsibility campaign, “Be Open,” through which it hopes to promote and amplify important messages of progress, positivity and equality, as per a press release from the USTA.

USTA launches Be Open campaign

The aim of the campaign is to help people have a more “open” mind towards all things and all people. The campaign includes film, a social content series, broadcast exclusives, and a first-ever activation with Black artists showcasing their talent and work for the world to experience.

Patrick Galbraith, USTA Chairman of the Board and President, commented, "We are living in unprecedented times that have brought to the forefront the need for people to work together to solve the problems we face. It is our hope that the USTA’s ‘Be Open’ campaign will inspire the tennis community and the broader society to reflect on all we can do to solve these challenging issues together”.

Mike Dowse, USTA Chief Executive Officer and Executive Director, commented, “The US Open is our sport’s most powerful stage, and we are using this stage to show tennis’ commitment to social justice and important societal issues.

These are all critically important issues, whether it’s the Black Lives Matter movement, or the on-going need to support gender equality and the rights of the LGBTQ+ community. It also affords us the opportunity to recognize in our own way, all the frontline heroes who have helped us fight this terrible pandemic.

We hope that together, we can rise above the adversity put before us in 2020, and make all of us, and this country, stronger and healthier in 2021 and beyond”. Below are also two of the videos that the USTA has posted on their social media platforms where they talk about taking a stand against racism and equal rights.

The USTA, along with the ATP & WTA Tour, were also part of the decision to pause the Western & Southern Open in New York for one day on Thursday to join the protests by many athletes across various sports against racial injustice.

The US Open Grand Slam event begins in New York on August 31st and is the first Grand Slam event since the Australian Open in January.