Recognizing that Black History is everyone’s history, Rootid, is shining the light on African American achievements and influences on society. This edition of the newsletter spotlights advertising pioneer Moss H. Kendrix. We have also compiled a reading list and podcast selections of various topics and themes. And finally, our staff spotlight features one of Rootid’s founders -Andrew Goldsworthy. Enjoy!
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Link to; image of a green r with roots underneath and the word 'rootid' to the right.
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From the founding of Hulu and gifs, to pioneering the space race at Nasa, to the Color IBM PC Monitor and Gigahertz Chip—African Americans have shaped our world and changed us all for the better.

Recognizing that Black History is everyone’s history, rootid, is shining the light on African American achievements & influences on society. This edition of the newsletter spotlights advertising pioneer Moss H. Kendrix.

We have also compiled a reading list & podcast selections of various topics & themes. And finally, our staff spotlight features one of rootid’s founders, Andrew Goldsworthy.

Moss H. Kendrix
Moss Kendrix was a pioneer in the public relations and marketing space during a time when African American representation in marketing was excluded.  
Educated at Morehouse College, a historically black university (HBCU); Kendrix had visions of reshaping the public relations space.  He was the editor of the school newspaper and co-founded the Phi Delta Delta journalism society, the first society for African American journalism students.  

With a desire to create more equitable marketing that featured African Americans, he founded the Moss Kendrix Public Relations Firm, Kendrix fought hard throughout his work to showcase the power of black consumers.

He won huge accounts with Coca-Cola, Carnation, and Ford Motor Company. Kendrix's most notable campaign for Coca-Cola depicted African American consumers engaging in everyday activities such as watching television and having dinner. In the mid-1960s, these images were considered -striking.
Watch the Coca-Cola Commercial >

upcoming events


communicating your brand & key messaging through an equity lens

Join a group of nonprofit leaders & staff to explore Communicating Your Brand & Key Messages during a 2-hour Virtual Roundtable. Your brand is your identity and reputation—the why, how and what of your organization—and a solid brand is central to building long-term social goals, while strengthening trust, cohesion, and capacity. Join rootid for a discussion-style roundtable about ways to shape your brand identity and messaging through the lens of equity.
what are we listening to/ reading
Team rootid has compiled a list of podcasts & books to share with you. These selections feature African American authors, artists & podcasters.



These are just a few selections, feel free to share with us the podcasts & books that you are enjoying! sia(AT)
upcoming coaching cohort

Your brand is your identity & reputation—the why, how & what of your organization. Join rootid for a 5-session brand & communications coaching cohort focused on shaping your identity & messaging through the lens of equity.

March 10 - May 12, 2022
Times: Every other Thursday, 9am - 11am Pacific
Location: Zoom
Cost: $425 (individuals) / $850 (teams up to 4 people)

"The work we did around [creating values-based profiles] was my favorite.
In all my years in Comms, there’s not an exercise I haven't done or a tool I haven’t used—but this session was incredibly helpful.
I'm so happy that we have this tool & lens going forward.”
-2021 Cohort Alumni
staff spotlight
andrew goldsworthy
Image of Sia Magadan with light pruple circle with her name and title to the right of her face. She is a black woman with black hair tied back. There are small colorful circle in pink, purple and green around the image as well as a small rootid logo in the upper right corner.
What do you do at rootid?
I help our nonprofit partners use their I’ve been working with some of our clients for over 10 years! It’s always fun to see how new technologies can be applied to help organizations engage their communities.

Which of rootid's values resonates with you most?
Partnership Through Listening & Building Trust. To me this applied in how I work with our partners, and how we work together to center the voices of the communities they serve. It can be easy to rush to “solutions,” but it’s important to realize that listening to other experiences and opinions will create better outcomes for our partners.

What is your favorite thing about working at rootid?
As one of the co-founders, it’s amazing to see how rootid has evolved since we first started. It’s most exciting to see new ideas and voices on the team that continue to make our work better and better.

Please share something that you admire/appreciate about a fellow rootid team member.
Everyone on our team is creative. And, everyone applies that creativity differently. It makes coming up with new ideas, services and problem-solving really fun.

What’s your all-time favorite book?
The Old Man and the Sea. It’s one of the only books that I’ve read multiple times because it always seems to mean something new based on where I am in life. Also, I grew up spending lots of time on the water, so it reminds me of one of my core passions in life.

What’s your favorite holiday?
New Years. It has a way of reminding you of possibility.
Lunar New Year | Feb. 1
World Radio Day | Feb. 13
Valentine's Day | Feb.14
we want to hear from you!
How can rootid help you follow through on your commitments to equity?
What communications based topics are you interested in learning more about?

Send us an email...hello(AT)
Cartoon image of Sia Magadan a black woman with black curly hair on top of her head wearing a green turtleneck with yellow poka dots
we are rooted in community.
In partnership, we co-design necessary spaces for strategic thinking, sustainability & growth—using communications & technology as vehicles to advance equity.

We join with others, envisioning a world where those most impacted are prioritized & communications & technology are used to heal & empower rather than divide. Learn more about our team.
Interested in supporting our community engagement work? rootid now has a fiscally sponsored project with the Rose Foundation.

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