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JHB MOVEMENT

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We Began a Movement for Change

On March 5, 2025, we began the Target Fast, a 40-day Lenten Fast, rooted in faith and driven by purpose. What started as a spiritual discipline became a movement for accountability and change. We prayed. We fasted. But most importantly, we acted. We turned our prayers into protests and our protests into progress. We withheld our dollars, and like the civil rights protest of our past, we shifted the consciousness of a community and affected a nation. It took 400 days. The Fast concluded on March 11, 2026, but the broader work of corporate accountability continues. Our fight is not over. We now move forward with intention to build lasting economic opportunity through jobs, homeownership, financial growth, and prosperity in Black communities across this nation. Together, we are an unstoppable force. We are not waiting for change. We are building our future.

Current Events

Thank You. 150,000 Strong—We Could Not Have Done This Without You.

To every person who signed the pledge at TargetFast.org…
To every church, influencer, pastor, organizer, business owner, and believer who stood in solidarity with us…
Thank you.

Your commitment made this more than a campaign—it made it a movement.

The Birth of TargetFast

TargetFast.org was never about punishing a brand.
It was—and is—about holding power accountable.

When Target made promises to our community and quietly broke them, we stood firm.
Not with bitterness, but with boldness.
Not with vengeance, but with vision.

We didn’t simply react—we reclaimed our power.
We stood not just for Black communities, but with every voice pushed to the margins.

The Birth of TargetFast

TargetFast.org was never about punishing a brand. It was—and is—about holding power accountable. When Target made promises to our community and quietly broke them, we stood firm. Not with bitterness, but with boldness. Not with vengeance, but with vision. We didn’t simply react—we reclaimed our power. We stood not just for Black communities, but with every voice pushed to the margins.

Our Fast is Over.
What We Accomplished
Because of You.

In response to the murder of George Floyd in 2020, Target committed to investing in Black communities. By 2025, Target had betrayed that promise to one of its most loyal communities. We responded with collective action, shifting our dollars elsewhere. We demanded accountability and here are the results.

Demand #1: Honor a $2 Billion Pledge: Done

Target has spent more than $1.9 billion dollars with Black-owned businesses through product purchases, services, and advertising. But, we will hold them accountable for spending the remaining $100 million.

Demand # 2: Deposit $250 Million in Black banks: In Progress

Since 2020, Target has invested nearly $20 million in Community Development Financial Institutions (CDFIs) and will maintain comparable levels of investment. Target is awaiting more confirmations from banks, but without more specifics, we must continue to hold Target accountable.

Demand #3: Fully Restore DEI Commitments: Satisfactory

Target has reaffirmed its financial commitments to the Black community and replaced its formal DEI programs with a broader ‘belonging’ strategy. The structure has changed, but elements of the investment remain.

Demand #4: Pipeline community centers at 10 HBCUs: Started

Target confirmed it has spent $10 million to reopen the Pensole Lewis College of Business & Design in Detroit, the nation’s only HBCU dedicated to design. Target also committed to co-create with HBCUs to build more talent pipelines, internship opportunities, and local pathways to employment that support its stores and supply chain sites across the country.

Thank You. 300,000 Strong—We Could Not Have Done This Without You.

To every person who signed the pledge at TargetFast.org… To every church, influencer, pastor, organizer, business owner, and believer who stood in solidarity with us…

Thank you.

Your commitment made this more than a campaign—it made it a movement.

Where We Go From Here

Our fight is not over. Now we must move forward with the intention to build lasting economic opportunity through jobs, homeownership, financial growth, and prosperity in Black communities across this nation. When we act together, we are unstoppable. We are not waiting for change. We are building our future.

Our Fast as a community made progress, but true economic empowerment does not happen in a day, a week, or a year. We acknowledge and honor the leaders and movements that continue boycotts and hold organizations accountable in ways different from our Fast.

We must continue the urgent work this moment demands – building long-term economic opportunity through jobs, homeownership, financial growth, and prosperity across many industries. We at the New Birth Missionary Baptist Church are doing more to build a better, more equitable future for Black communities across this nation.

What We Accomplished—Because of You

Your impact shook the walls of a billion-dollar corporation:

Target’s valuation fell by $2 billion
Their stock dropped by 57%
They’ve lost over $4 billion since January 2024
Foot traffic and online engagement are steadily declining

This didn’t happen by chance.
This wasn’t a trending moment.
This was people power. Strategic. Sacred. Unstoppable.

And now—we build.

Our Country Is in Crisis—But We Are Not Afraid

Black history is being rewritten.
Black monuments are being removed.
Black and Brown students are being silenced, deported, and denied.
And DEI is being dismantled across the board.

But we do not shrink in the face of challenge.
We do not retreat in the face of injustice.

We organize. We strategize. We rise.

Watch the LIVE
Press Conference at 12pm EST Today

Streaming with @TheRoot and @BlackStarNetwork.

Your discipline and unity through the Target Fast has demonstrated the real power of organized Black consumer action. Today, @jamalhbryant is joining @tamikadmallory and @ninaturnerohio at the National Press Club in Washington, D.C. to provide an update on where we stand and what comes next.

Since the boycott began, Target has lost $12 billion in value – proof that when our community moves together, our voices matter.

Fast. Pray. Resist.
— Wear the Movement.

Movements don’t thrive in isolation—they are built on collective strength. Every share, every dollar, every voice reinforces the foundation of justice. Your support doesn’t just sustain the work—it fuels the soul of the movement.

In that spirit, we present a garment that reflects our journey—not of indulgence, but of purpose. While some embraced the mantra Eat. Pray. Love., our path has been forged through Fast. Pray. Resist.

Historically, white women have been the primary beneficiaries of DEI. Meanwhile, our communities have had to fight for every inch—fasting from complacency, praying for future generations, and resisting erasure.

This shirt, created with Carlton Mackey, founder of Black Men Smile—once sold in Target—merges message with movement. Made from cotton, once symbolic of our oppression, it now carries our call to action.

This is more than a t-shirt. It’s a declaration. Support the movement. Wear the message. Let your clothing speak when words fall short.

Support The Movement

Wear the message

Episode Airs on June 5, 2025. 12PM

Our Country Is in Crisis—But We Are Not Afraid

Black history is being rewritten.
Black monuments are being removed.
Black and Brown students are being silenced, deported, and denied.
And DEI is being dismantled across the board.

But we do not shrink in the face of challenge.
We do not retreat in the face of injustice.

We organize. We strategize. We rise.

What We Believe

This is now a boycott & wake up call!

We challenge every Black consumer to see each dollar as a vote.
Each purchase as a proclamation.
Each moment of resistance as a step toward collective liberation.

This is not about canceling—it’s about clarifying our convictions.
Not about division—but about direction.
Not just resistance—but renewal.

What We Know

Black consumers contribute over $1.6 trillion annually to the U.S. economy
Strategic spending influences corporate policy and public opinion
#TargetFast reached international platforms and ignited conversations across faith, activism, and business

Community reinvestment is no longer optional—it’s essential

What We Know

Black consumers contribute over $1.6 trillion annually to the U.S. economy
Strategic spending influences corporate policy and public opinion
#TargetFast reached international platforms and ignited conversations across faith, activism, and business

Community reinvestment is no longer optional—it’s essential

Where Do We Go From Here?

The first 40 days were not the finish line.
They were the foundation.

This is the beginning of a new era of intentional action, bold partnerships, and spiritual power.

Support the Movement

Be a part of the movement and sign the pledge below.

“Nothing is more powerful than an idea whose time has come.” – Victor Hugo

Sign and share! We are our ancestors’ wildest dream and our future’s greatest hope.

Every time you purchase JHB Movement merchandise, you’re fueling:

National town halls that build local momentum
Educational tools and digital campaigns for economic justice
Support for Black-owned businesses and ethical alternatives
Accountability initiatives challenging corporations and policymakers alike

Let your wardrobe speak truth. Let your purchase serve purpose.

Past Events

I Am Calling All Pastors
And Faith Leaders To Join Me
For A National Next Steps Call

My brothers and sisters in the faith,

In recent weeks, many have asked me, “What comes next?” And I, like the prophets of old, have gone into prayer. I have sought God’s face, not for applause or attention, but for clarity of purpose and courage of conviction.

I know the lane to which I have been called in the Body of Christ. And now, in obedience to that calling, I am extending this invitation—not as a man with all the answers, but as a servant with a burden on my heart.

I am calling all pastors and faith leaders to join me for a National Next Steps Call.

It is time for the church—not the building, but the body—to rise to a new level of accountability, boldness, and leadership. The world is watching. The people are waiting. And I believe the Spirit of God is saying, “It is time to lead.”

Join me on Saturday, May 10th at 6:30 PM EST as I share what I believe the Lord is calling us to do next in this movement.

This call is reserved exclusively for pastors and faith leaders who understand that silence is not an option, and passivity is not a path forward.

Click below to register and receive the call details.
Let us come together—in unity, in power, and in purpose.

The time is now.
The mantle is ours.
And the next move belongs to the Church.

A Powerful Moment:
TargetFast Town Hall Recap

Thank you to everyone who took their involvement a step further by attending the TargetFast Town Hall on April 22, 2025 at:
Salem Baptist Church
5460 Hillandale Dr, Lithonia, GA 30058

The gathering was a powerful moment of unity and reflection, as we looked back on the movement’s first 40 days and revealed the next bold steps in our collective fight for justice. The energy, engagement, and commitment in the room made it clear—this movement is only growing stronger.

WATCH TOWN HALL

We Fasted. We Prayed. We Resisted Together

Our Fast as a community made progress, but true economic empowerment does not happen in a day, a week, or a year. We acknowledge and honor the leaders and movements that continue boycotts and hold organizations accountable in ways different from our Fast. We must also continue the urgent work this moment demands – building long-term economic opportunity through jobs, homeownership, financial growth, and prosperity across many industries. We at the New Birth Missionary Baptist Church are doing more to build a better, more equitable future for Black communities across this nation.

From Fast to Boycott: A Strategic Shift in Our Collective Power

We are entering a new phase of this movement. What began as the Target FAST — a moral witness and urgent call for justice — now evolves into a full Target BOYCOTT. This shift marks not an end, but a deepening of our commitment to justice and accountability.

Until Target comes to the table with serious, concrete proposals to meet our four demands, we will remain in this posture. Silence and delay are no longer acceptable. Our communities deserve action, not platitudes. Our demands are not radical — they are righteous, reasonable, and long overdue.

It is vital to remember: this boycott is a coalition effort. It is not about any single individual, personality, or public figure. It is about people. It is about power. It is about principle. We stand shoulder to shoulder — workers, organizers, elders, youth, people of faith, people of conscience — in a collective refusal to support a corporation that refuses to hear us.

Together, we are drawing a line. Together, we are demanding justice. And together, we will win!

Refuse To Be Silent

This is what happens when people of faith and conscience refuse to be silent.

Fasting is not just about what we put down. It is about what we pick up.

So, we created our own.

The first phase of TargetFast.org merchandise is here—our signature t-shirt:
“Stay On Target.”

Support The Movement

Join the Movement:

The Black Men Agenda & Policy Summit

The time is now for Black men to come together, speak candidly about our desires, wants, and needs, and move forward with organization, clarity, and intentionality. This is our moment to shape the future.

I invite you to join me and an esteemed group of thought leaders and change-makers at the Black Men Agenda & Policy Summit. Together, we’ll strategize and build a united front to address the critical issues affecting our communities.

VOICES AT THE TABLE:

Dr. Jamal Bryant
Angelo Pinto
Dr. Wes Bellamy
Gary Chambers
Mysonne Linnen
President Chris Rey, JD
Ray Shackleford, Urban League
Rev. Stephen Green

When: January 4th
Where: Atlanta, GA

Let’s make history—Register today and be part of the solution.

We aim to address and influence policies that affect our communities. By raising up committed policymakers and registering voters, we strive to empower those who have been historically overlooked. Our goal is to create a more inclusive and representative political landscape, ensuring that every voice is heard and valued.

The JHB Movement is dedicated to empowering a generation poised to make a significant impact in multiple arenas. Our mission encompasses three primary pillars: political impact, economic advancement, and cultural development.

"Project 5-5-5"

A National Tour to Inspire Voter Participation

Pastor Jamal H. Bryant kicked off a national tour titled “Project 5-5-5,” featuring four major events held on the 5th of each month from August to November. This tour visited churches in four states, inspiring people across the country to vote in the presidential election.

The motivation behind “Project 5-5-5” stemmed from concerns about “Project 2025,” a political plan proposed by the Heritage Foundation. This plan aimed to bring significant changes, such as limiting women’s reproductive rights, cutting education funding for schools in low-income areas, and altering tax brackets that could adversely affect the middle class. Pastor Bryant’s tour focused on educating and empowering communities about these critical issues and the importance of their votes.

“Project 5-5-5” became one of the most significant African-American-led events of the year, featuring speakers and organizations committed to activism and protecting human rights. The project called on the Divine 9 and other African-American organizations to unite in educating communities and individuals about their rights and the importance of voting. With strong support, Pastor Jamal H. Bryant dedicated this project to protecting and uplifting communities.

August 5th - Atlanta, Georgia

Influential organizations and speakers, including the JHB Movement, Kappa Alpha Psi Decatur Alumni, 100 Black Men of DeKalb County, and the Carter Center, will join Pastor Jamal Bryant. These partners help broaden the campaign’s impact, encouraging communities to participate in the electoral process and make a positive difference in the country.

Speakers at the August 5th Event Included:

Dr. Rashad Richey, Representative to The Carter Center

Bernard Levett, President of the 100 Black Men of DeKalb County

Mo Ivory, Esq., Candidate for Fulton County Commission

Yatonya Oliver, President of Alpha Kappa Alpha Sorority, Incorporated (DeKalb County Alumni)

Darrel Taylor, President of Kappa Alpha Psi Fraternity, Incorporated (Decatur Alumni)

Representative for Delta Sigma Theta Sorority, Incorporated

Virginia Harris, International President of 100 Black Women of DeKalb County

Congressman Hank Johnson

Dr. Jamal H. Bryant, Visionary of JHB Movement and the creator of Project 5-5-5

Press:

Afro.com

Blackenterprise.com

Atlantadailyworld.com

Whenwespeaktv.com

Rollingout.com

Whenwespeaktv.com

Ocgnews.com

Economic empowerment is a key focus of the JHB Movement. We work to open up opportunities for economic growth, increase access to capital, and equip entrepreneurs with the tools they need to succeed. By broadening financial literacy and fostering business relationships with the diaspora, we aim to create a thriving economic environment for all.

We celebrate and embrace all forms of artistic expression that showcase our community’s brilliance and intelligence. From written and spoken word to performative and cinematic arts, we support and promote cultural endeavors that highlight our rich heritage and vibrant creativity.

Watch the LIVE Press Conference Now

Wear the message

Through these pillars, the JHB Movement seeks to create a lasting and meaningful impact, empowering individuals and communities to achieve their fullest potential.

Support The Movement

Wear the message

Fast. Pray. Resist.
— Wear the Movement.

This is more than a t-shirt. It’s a declaration. Support the movement. Wear the message. Let your clothing speak when words fall short.

Now we shift our focus. Our next target: Dollar General — a retail giant that has systematically
excluded Black professionals from leadership, silenced DEI initiatives, and retaliated against
their own Chief Diversity Officer.

We Began a Movement for Change

Current Events

Thank You. 150,000 Strong—We Could Not Have Done This Without You.

The Birth of TargetFast

The Birth of TargetFast

Our Fast is Over. What We Accomplished Because of You.

Demand #1: Honor a $2 Billion Pledge: Done

Demand # 2: Deposit $250 Million in Black banks: In Progress

Demand #3: Fully Restore DEI Commitments: Satisfactory

Demand #4: Pipeline community centers at 10 HBCUs: Started

Thank You. 300,000 Strong—We Could Not Have Done This Without You.

Where We Go From Here

What We Accomplished—Because of You

Our Country Is in Crisis—But We Are Not Afraid

Watch the LIVE Press Conference at 12pm EST Today

Streaming with @TheRoot and @BlackStarNetwork.

Fast. Pray. Resist. — Wear the Movement.

Support The Movement

Wear the message

Episode Airs on June 5, 2025. 12PM

Our Country Is in Crisis—But We Are Not Afraid

What We Believe

What We Know

What We Know

Where Do We Go From Here?

Support the Movement

Past Events

WHAT'S NEXT: A CALL TO PASTORS & FAITH LEADERS

I Am Calling All Pastors And Faith Leaders To Join Me For A National Next Steps Call

A Powerful Moment: TargetFast Town Hall Recap

WATCH TOWN HALL

We Fasted. We Prayed. We Resisted Together

From Fast to Boycott: A Strategic Shift in Our Collective Power

Refuse To Be Silent

Support The Movement

Join the Movement:

The Black Men Agenda & Policy Summit

Political Impact

The JHB Movement is dedicated to empowering a generation poised to make a significant impact in multiple arenas. Our mission encompasses three primary pillars: political impact, economic advancement, and cultural development.

"Project 5-5-5"

A National Tour to Inspire Voter Participation

August 5th - Atlanta, Georgia

Press:

Economic Advancement

Economic Advancement

Cultural Development

Cultural Development

Watch the LIVE Press Conference Now

Wear the message

Through these pillars, the JHB Movement seeks to create a lasting and meaningful impact, empowering individuals and communities to achieve their fullest potential.

Pastor Jamal H. Bryant

Join the JHB Movement

Support The Movement

Wear the message

Fast. Pray. Resist. — Wear the Movement.

WHO'S NEXT?

Support The Movement

The time is now. The mantle is ours. And the next move belongs to the Church.

Our Fast is Over.
What We Accomplished
Because of You.

Watch the LIVE
Press Conference at 12pm EST Today

Fast. Pray. Resist.
— Wear the Movement.

WHAT'S NEXT:
A CALL TO PASTORS & FAITH LEADERS

I Am Calling All Pastors
And Faith Leaders To Join Me
For A National Next Steps Call

A Powerful Moment:
TargetFast Town Hall Recap

Fast. Pray. Resist.
— Wear the Movement.

The time is now.
The mantle is ours.
And the next move belongs to the Church.