Edward Jones Diversity Series

"The DAP’s mission is to promote the value of difference by providing useful, appropriate information and ways for individuals to get involved," said DAP Director Michael Seppi.

The only known metropolitan area-wide diversity awareness program of its kind in the county, the DAP shares it message of greater tolerance, Make A Difference By Accepting Everyone Else’s, by providing valuable resources to the community including a Web site, www.makeadifferencestlouis.org. Hosted by DAP partner EDS, the site features calendars of events celebrating diversity, issue-related articles and lists of organizations dedicated to diversity. Since its launch in November 2000, the Web site has received more than 250,000 visits from around the St. Louis region and the country.

A corresponding 24-hour toll-free information line, 1-866-ONE-CITY, staffed by DAP partner Behavioral Health Response, also exists for those without Internet access.

The DAP also has been behind a high-profile public awareness campaign called Team Colors. The Only Colors That Matter. Developed and donated by the Momentum agency, the campaign ads and posters featured sports celebrities such as Torry Holt of the St. Louis Rams, St. Louis Cardinal Fernando Viña and baseball legend Mark McGwire and Jamal Mayers of the St. Louis Blues.

"The opportunity to associate with these world-class sports teams allows us to reach a vast audience with our messages promoting the value of difference," said Seppi. "This has been evidenced by our distribution of more than 20,000 posters to schools, libraries, and other non-profit organizations."

"We have created the next generation of media that includes Kyle Turley of the St. Louis Rams, Edgar Renteria of the St. Louis Cardinals and Jamal Mayers of the St. Louis Blues," he added.

The ongoing success of the DAP has drawn interest from communities across the nation including Cincinnati, Denver, Detroit and Kansas City and from as far away as Toronto, Canada.

Other awareness efforts include a religious diversity campaign titled "One Community, Many Faiths" and an ongoing partnership with CBS affiliate KMOV-TV. To date, KMOV has donated airtime for more than 340 public service announcements promoting the DAP’s messages. One ongoing PSA features young people repeating and ultimately revealing the absurdity of long-held bigoted comments.

Young people are also an integral part of the DAP’s outreach efforts in St. Louis area. Last year, the DAP, along with sponsor Edward Jones, launched the Give Respect - Get Respect Youth Program, a year-long, anti-bias program connecting students from 34 area middle and high schools and Edward Jones associates in an effort to address the increasing diversity in today’s schools and encourage overall respect and acceptance.

"Along with Edward Jones, we have been able to develop a valuable program which brings together students who might not otherwise have an opportunity to interact," said DAP Director Michael Seppi. "This interaction allows the students to get an idea of just how diverse our community is and the value that diversity brings to our area."

Edward Jones human resources leader Michele Holton said the company decided to sponsor the Give Respect - Get Respect Youth Program because it appealed to corporate philosophy.

"Inclusion, which recognizes both diversity and individual contributions to the company, is a core principle of our business,'" she said. "The Give Respect - Get Respect Youth Program allowed us to do more than make a donation, it allowed our associates to get involved, become mentors to the students and establish a crucial link between school and the workplace. The program’s ultimate goal is to stop or curb prejudice among young people long before they enter the workforce."

Edward Jones again plans to sponsor Give Respect - Get Respect for the upcoming 2003-2004 school year.

"Since our launch in November 2000, our partners have been instrumental in the ongoing success of the Diversity Awareness Partnership. Through their commitment of leadership, financial support and other in-kind contributions totaling more than $1.5 million, our partners have shown their dedication to both our organization and the entire St. Louis community," said Seppi of Edward Jones’ and other DAP partners’ support.