A small glimpse into outreach marketing from “42”

As a lifelong baseball fan who thought he knew a lot about the story of Jackie Robinson and the integration of Major League Baseball back in 1947, it’s becoming obvious that the movie “42” is brilliantly making a new generation aware of this courageous struggle.

Among the many lessons from Jackie Robinson’s battle against discrimination in baseball is the importance of having a willingness to accept others despite differences like race, ethnicity or gender.

One small storyline from “42” shows why companies like Harley-Davidson reach out to markets outside their core customers. (spoiler alert)

When Jackie joined the Brooklyn Dodgers in spring training of 1947, some of the players started a petition stating they wouldn’t play if he was allowed on the team. One of those signing the petition was Bobby Bragan.

Early that season, Bragan told Dodger general manager and visionary Branch Rickey that he wanted to be traded rather than play with Robinson. “After just one road trip, I saw the quality of Jackie the man and the player,” Bragan eventually said. “From that point on, I was one of many guys fighting to sit next to Jackie whenever I had the opportunity. I told Mr. Rickey I had changed my mind and I was honored to be a teammate of Jackie Robinson.”

While some of the Dodgers and other players in baseball never got beyond prejudice against African-Americans to accept Robinson and baseball’s integration, Bragan and others kept a more open mind that eventually helped the Dodgers, baseball and the country prosper.

Outreach business marketing efforts are a long way from the heroic civil rights struggles of the last century, but the story is a good reminder that accepting differences is usually easier than fighting them.