About #KickRacism - Our Mission, Vision & Story

#KickRacism is a hip‑hop–driven anti‑bias initiative created by the Hip Hop Institute 4 Peace (HH4PEACE), a 501(c)(3) nonprofit organization. Grounded in hip-hop’s core value of peace, the campaign leverages the culture’s global reach—through music, art, and community action—to confront systemic racism and break down the social, economic, and health inequities that harm marginalized communities.

By tapping into hip-hop’s transformative power as a force for advocacy, healing, and collective empowerment, #KickRacism helps communities reclaim their narratives and cultivate a culture rooted in nonviolence, inclusion, and human dignity.
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The initiative operates in formal partnership with the United Nations Permanent Forum on People of African Descent (PFAD). Through these collaborations, the movement aligns with the United Nations Sustainable Development Goals, working to restore peace as the foundation and future of hip-hop culture.

A diverse group of smiling young adults standing outdoors, with a focus on a young man in front wearing a black shirt with orange trim.

Our Mission

To leverage the global momentum of the 2026 World Cup and the cultural power of hip- hop during the Second International Decade for People of African Descent, to raise awareness, inspire action, and create lasting systemic change in the fight against racism, racial discrimination, xenophobia, and related intolerance.

Our Vision

A world where tolerance and non-discrimination prevails in sports and community. A place where stadiums are spaces of inclusion and atheles can speak without fear. An environment where communities are empowered to challenge injustice. A vibration where music is a bridge to understanding, discourse, and advocacy.

What We Stand For

Inclusion

We welcome people from all backgrounds, identities, and experiences. Our movement is built on the belief that diversity is our greatest strength.

Justice

We are committed to systemic change, not just symbolic gestures. We advocate for policies that address the root causes of racism.

Unity

We bring together athletes, artists, fans, and activists around a shared commitment to equality and collective action.

Empowerment

We provide tools, resources, and platforms for supporters to take meaningful action and become agents of change.

Five people standing side by side with arms around each other, one holding a soccer ball, silhouetted against a sunset with the text '#KickBack' above them.

Grounded in Global Principles

The #KickRacism campaign is rooted in the Durban Declaration and Programme of Action (DDPA), a landmark United Nations resolution adopted in 2001 that serves as a global blueprint for combating racism, racial discrimination, xenophobia, and related intolerance. The DDPA recognizes racism as a systemic issue requiring coordinated, multi-level action.

In 2025–2035, we commemorate the Second International Decade for People of African Descent (SDPFAD), which builds on the DDPA’s principles to promote and protect the social, racial, and human rights of people of African descent worldwide. The 2026 World Cup presents a historic opportunity to advance these principles and create meaningful progress toward the goals outlined in both frameworks.

By grounding our campaign in the DDPA and SDPFAD, we ensure that our work is informed by decades of human rights advocacy, supported by international consensus, and aligned with the urgent call for action from the United Nations and civil society organizations worldwide.

A Movement That Lasts

While the 2026 World Cup provides the catalyst for #KickRacism, our vision extends past the Second International Decade for People of African Descent (2025-2034). We are committed to creating lasting change through ongoing programs, partnerships, and advocacy efforts. The legacy of this campaign will be measured by the policies changed, the communities empowered, the youth inspired, and the systemic barriers dismantled in the years and decades to come.

Our Story: How #KickRacism Came to Be

Born from the Streets, Rooted in Justice

Hip-hop didn't emerge from concert halls or recording studios. It was born in the South Bronx in the early 1970s, emerging from the lived experiences of African American, Jamaican American, and Latino youth. In a time of economic disinvestment, police brutality, and systemic marginalization, young people created something revolutionary: a culture that gave voice to the voiceless.

From the very beginning, hip-hop has been a platform for speaking truth to power. Through lyrics, beats, and movement, hip-hop artists have exposed police brutality, poverty, mass incarceration, and the systemic racism that disproportionately impacts communities of color. This is the foundation upon which #KickRacism is built.

The Beautiful Game, Demanding Beauty for All

Soccer is the world's most beloved sport, uniting billions of people across continents, cultures, and languages. The 2026 FIFA World Cup will be a historic moment—the first time the tournament is hosted across three nations (the United States, Canada, and Mexico), bringing unprecedented global attention to North America.

Yet soccer, like all of society, is not immune to racism. Players of color have faced racist abuse from fans, opponents, and even officials. The 2026 World Cup presents a unique opportunity to use the global platform of soccer to challenge racism and discrimination, to celebrate the diversity of our communities, and to demonstrate that the beautiful game can be truly beautiful for everyone.

A Vision Takes Shape

In 2024, as the world began to anticipate the 2026 FIFA World Cup, the Hip Hop Institute 4 Peace, led by founder and executive director Tina Marie Tyler, recognized a powerful opportunity. What if we could harness the global energy of the World Cup and the cultural power of hip-hop to launch a movement against racism and discrimination? What if we could unite soccer fans, athletes, artists, and activists around a shared commitment to justice?

This vision brought together a coalition of partners: the Freedom Thinkers Academy, the United Nations Permanent Forum for People of African Descent, the City of Newark, and numerous civil society organizations, educational institutions, and community groups. Together, we developed #KickRacism—a hip- hop-centered digital marketing campaign designed to educate, inspire, and mobilize millions of people during the 2026 World Cup.

From Vision to Movement

2024 - The Vision

The Hip Hop Institute 4 Peace recognizes the opportunity presented by the 2026 World Cup to launch a hip-hop-centered anti-racism campaign.

Early 2025 - Building the Coalition

Partnerships are formalized with key organizations and civil society groups to build a powerful coalition for change.

Mid-2025 - Campaign Development

The #KickRacism framework is developed, grounded in the Durban Declaration and informed by community input.

Late 2025 - Launch & Activation

The #KickRacism website launches, social media campaigns begin, and the movement gains momentum worldwide.

June 2026 - The World Cup

The 2026 FIFA World Cup begins, and #KickRacism activations reach millions of people worldwide.

2026-2027 & Beyond

The campaign continues to drive systemic change through ongoing programs and advocacy efforts.

Tina Marie, long wavy hair wearing a black turtleneck and blazer, posing against a plain background.

The Visionary Behind the Movement

Tina Marie Tyler

Tina Marie Tyler, founder and executive director of the Hip Hop Institute 4 Peace, is a visionary leader in the intersection of hip-hop culture, social justice, and community empowerment. With over two decades of experience in community organizing, cultural advocacy, and youth development, Ms. Tyler has dedicated her career to amplifying the voices of marginalized communities and leveraging culture as a tool for social change.

Ms. Tyler's work is rooted in her deep understanding of hip-hop's history as a platform for resistance and resilience. She recognizes that hip-hop is not just entertainment—it is a cultural movement with the power to inspire, educate, and mobilize people around shared values of justice and equality.

Ready to Join the Movement?

Now that you know our story, be part of writing the next chapter. Together, we can make the 2026 World Cup a turning point for justice and equality.

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