The murder of George Floyd ingnited a wave of initiatives, of which the most important one in Advertising in the Netherlands was grown under the title PlusPlusOne. Driven by some of Adlands most influential leaders of colour, Alex Bennet-Grant & Emilio de Haan have been able to lockdown on a solid approach. In this podcast they tell us how this new territory will be mined. Through personal anekdotes and some hurtful examples. The bottomline is, we are getting this done, for real and for the future. If you are reading this, we would like to give a special s/o to Prospect 11, Joelle Strijk, Alvaro Sotomayor, Eke Bon, Dinesh, the ADCN & the diversity fund, all the tutors and all the mentors who have been involved since the start. A special shout out to our families, for nodding yes to long days and many tears.