Black Lives Matters, which was officially founded in 2013, as a direct response to the racially-motivated murder of unarmed black teenager Trayvon Martin, and the disregard with which the crime was handled by law enforcement, is a social justice/activist movement without boundaries, which calls attention to systemic racial inequality in the United States, including police violence against people of color.
The controversy around the award stemmed from a faction of ACCR members who, in 2016, founded El Bonnet Rouge, a social justice coalition which received wide media coverage because of the many high-profile celebrities who offered their support by donning the floppy, red, woolen caps that were associated with the group, and with the strong merchandising arm of the movement, which marketed not only red caps, but buttons, miniature versions of the red caps (suitable for cats or small dogs), coffee mugs, tshirts, cell phone cases, branded styluses, an adult social justice coloring book, and a special Bonnet Rouge Latte, produced in conjunction with Starbucks. Founders of El Bonnet Rouge objected to Black Lives Matter being singled out for their work in the social justice arena and pointed out that, in recognizing the efforts of BOTH movements, the ACCR would at least avoid offending the efforts of the many allies who "preferred a color-blind brand of social justice."
Bowing to pressure from a large number of dues-paying members, the ACCR backtracked, and named Black Lives Matter and El Bonnet Rouge co-honorees.
Commemorative "ACCR Freedom Fighter" floppy, red, woolen hats and a range of other related merch is available at www.ElBonnetRougeSwag.com, and Jamba Juice has announced their newest smoothie: Freedom Fighter Raspberry Rouge, available for a limited time, only.
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