Irving, Texas – In advance of the
2020 football season, the Big 12 Conference released its public service
announcement (PSA), You See Us Differently.&nbsp; In an ongoing effort to confront
racism and social injustice, Big 12 student-athletes lent their voices to a
series of 30- and 60-second ads. “Systemic
racism is a very real issue in our country, and unfortunately it continues to
affect the everyday lives of many Americans,” said TCU Chancellor and Big 12 Conference
Board of Directors Chairman Victor Boschini. “The Big 12 Conference is
utilizing its platforms to keep this issue top-of-mind so we can collectively
help put an end to racism.” You See Us Differently illustrates how millions of fans come together to cheer
for and support the student-athletes of their favorite teams when on the field,
and yet some fans still don't see those same student-athletes as equal off the
field.&nbsp;
“It
takes all Americans to combat racism, and work toward true equity and social
justice,” said Big 12 Commissioner Bob Bowlsby. “We recognize that using the
voices of those affected to articulate a strong message may make some people
uncomfortable.&nbsp; The Conference supports our student-athletes and we join
them in this effort.&nbsp; If we are to eradicate racism, difficult
conversations will play a part.&nbsp; We embrace the opportunity to use our
platforms to facilitate the needed dialogue.”&nbsp;&nbsp; Since
May, the Big 12 and its member institutions have worked to create, administer
and execute a multi-faceted diversity and inclusion plan.&nbsp; Beyond the PSA
campaign, other activities include:●&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Chief
Diversity Officers: Comprised of senior campus executives representing each of
the 10 member institutions to enhance the experience of black student-athletes.
●&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Black
Student-Athlete Council: One male and one female student-athlete from each
campus works hand-in-hand with the Chief Diversity Officer on diversity and
inclusion efforts and programs.&nbsp; ●&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Voter
Registration: Development of a voter registration program with built-in
accountability mechanisms and resources that ensure student-athletes have every
opportunity to cast a ballot.●&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Internship
Program: Initiating a new program that pairs student-athletes of color with
corporate opportunities. ●&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Uniforms:
Option for teams to include a Conference approved and uniformed social
justice/unity game-jersey patch or helmet sticker, and slogans on warm-up shirts.&nbsp;
Additionally, a Big 12-branded unity helmet sticker will also be featured.●&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Unity
Messages: Each campus will incorporate a Unity Message into its pre-game run of
show. Messages can include PA announcements, and student-athlete videos, which
will run prior to the start of competition.&nbsp; Over
40 football student-athletes are featured in the You See Us Differently spots.&nbsp;
Separate ads will be produced in the voices of women’s basketball, men’s
basketball and Olympic sport Big 12 athletes. The Conference will use the majority of its PSA inventory
to air these ads during the athletic year and will also create football sport
specific ads for each member institution. These ads will run during broadcast
of Big 12 Conference controlled inventory on ESPN/ABC and FOX platforms, and
Big 12 Now on ESPN+.For more information 
Visit <a href="https://big12.us/3bSzKCt">https://big12.us/3bSzKCt</a> to view the PSA. --- Big 12 Press Release ---

Big 12 unveils ‘You See Us Differently’ PSA student-athlete led spot