Through qualitative analysis, this project will review past and present social change movements to identify the key characteristics (particularly around messaging and marketing) that change mindsets around key issues. The team will conduct a systematic review of peer-reviewed and grey literature to analyze the key characteristics of successful social and cultural movements in the U.S. They will focus on movements that tackle(d) issues that disproportionately affect(ed) people of color and impoverished communities like tobacco use, LGBTQI rights, and criminal justice reform. To supplement the literature review, they will conduct focus groups and key informant interviews with social change makers (past and present) to gather information around key barriers to successful social movements. The findings will serve as a guide for how to change mindsets around structural racism in health care. A stakeholder advisory board will provide input during each phase of the project.