Gerber Babies America’s population trends have dramatically changed since the early 19th century. And with 50 million Latinos
The company also held a Gerber Generation photo contest in 2010 in which the winner received a starring role
now living in the U.S., they are the largest minority group
in the company’s print campaign along with a $25,000
in the country. By 2042, America’s majority population is
scholarship. The winner of the contest was 2-year-old Mercy
expected to be non-white (Garrett Stodghill).
Townsend, an African-American child, whose features,
With this in mind, Gerber, the maker of baby food, decided to change its iconic logo from a single Caucasian baby to babies of different races (Garrett Stodghill).
the judges said, stood out among the 217,000 entrants. Gerber’s campaign of the changing face of America goes a long way to bridging the diversity gap.
This isn’t the first time the company has focused on diversity. In 2010, Gerber worked with Draftcb, a New York agency, to create a campaign celebrating diversity called “The Gerber Generation.” The campaign included a spot called “United Babies,” which featured babies of different Lesley McDonald of Draftcb said in 2010 that “the ad was meant to represent a new generation of children of different ages and backgrounds” (Malykhina).
Above, Mercy Townsend, winner of the 2010 Gerber Generation photo contest. Below, the new generation of Gerber Babies. Following pages, “Your Skin Color Shouldn’t Dictate Your Future,” a poster campaign targeting racism from Ligue Internationale Contre le Racisme et l’Antisémitisme.
ethnicities growing up and becoming children.
Think Before You Type by Nancy Palm. 2012 Thesis