The Pabst Theater Group normally uses its stage for entertainment, but a newly announced initiative aims to use its spotlight for an even more essential purpose.

The group today announced milwALLkee, a new initiative with the mission to help amplify local organizations and businesses working to end racial injustice in Milwaukee and improve the lives of the city’s Black community. In order to elevate these voices, the Pabst Theater Group will select a different organization or business each month and highlight their mission and message for a week across the group’s email newsletters and social media accounts.

“As the most segregated city in America, Milwaukee has critical work to do in the movement against its long history of systemic racism,” said Gary Witt, CEO of the Pabst Theater Group, in a release. “The Pabst Theater Group has always been a company dedicated to developing community. We now speak to a strong and vibrant community in the hundreds of thousands via emails and social activity annually. We are pleased that we can now lend our platform to allow these groups’ reach to exceed their grasp.”

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