page_title: Rainbow/PUSH
section_title: PUSH
hierarchical_section_title: Rainbow/PUSH / PUSH
context_page_description: Rainbow/PUSH is a nonprofit organization formed as a merger of two nonprofit organizations founded by Jesse Jackson—Operation PUSH and the National Rainbow Coalition. The organizations pursue social justice, civil rights and political activism.
  In December 1971, Jackson resigned from Operation Breadbasket after clashing with Ralph Abernathy and founded Operation PUSH. In 1984 Jackson founded the National Rainbow Coalition; it merged with PUSH in 1996. The combined organization's national headquarters is on the South Side of Chicago and it has branches in Washington, D.C., New York City, Los Angeles, Detroit, Houston, Atlanta, the Silicon Valley, New Orleans and Boston.
  Operation PUSH raised public awareness to initiate corporate action and government sponsorship. The National Rainbow Coalition became a prominent political organization that raised public awareness of numerous political issues and consolidated a large voting bloc. The merged entity has undertaken numerous social initiatives.
context_section_description: Operation PUSH, an acronym for People United to Save (later Serve) Humanity, was an organization that advocated black self-help and achieved a broad audience for its liberal stances on social justice and civil rights.
  Operation PUSH's origins can be traced to a factional split in Operation Breadbasket, an affiliate of the Southern Christian Leadership Conference. In 1966, Martin Luther King Jr., the head of the SCLC, appointed Jackson to head the Chicago chapter of Operation Breadbasket, which became a coalition of black ministers and entrepreneurs.
  After 1968, Jackson increasingly clashed with King's successor at SCLC, Ralph Abernathy. The break became complete in December 1971 when Abernathy suspended Jackson for "administrative improprieties and repeated acts of violation of organizational policy." Jackson resigned from Operation Breadbasket, called together his allies, and formed Operation PUSH.
  From its inception, Jackson called its membership a "Rainbow Coalition." This concept and phrase was originally created by the 1968 Chicago Black Panther leader Fred Hampton. Hampton used it to describe the multiethnic revolutionary federation he founded. Jackson was not part of Hampton's Rainbow Coalition, and had a difficult relationship with the Panthers. Some former members of Hampton's coalition resent Jackson for using the name, partly because Jackson's politics are reformist, and partly because Jackson copyrighted the name, preventing others from using it.
  Although money was a problem at first, initial backing came from Manhattan Borough President Percy Sutton, Gary, Indiana Mayor Richard Hatcher, Aretha Franklin, Jim Brown, and Ossie Davis.
  The organizational meeting of PUSH was in the Chicago home of T.R.M. Howard, a prominent black doctor and community leader on the South Side. Before he moved to Chicago in 1956, Howard developed a national reputation as a Mississippi civil rights leader, surgeon, and entrepreneur. He served on PUSH's board of directors and chaired the finance committee.
  Through PUSH Jackson was able to continue pursuing the same economic objectives that Operation Breadbasket had. In addition, his organization expanded into social and political development for blacks in Chicago and nationwide. The 1970s saw various tactics to pursue the organization's objectives including direct action campaigns, weekly radio broadcasts, and awards, through which Jackson protected black homeowners, workers, and businesses, and honored prominent blacks in the US and abroad.
  Jackson also started a campaign against legalizing abortion after Roe v. Wade was decided in 1973. PUSH was concerned with minority youth reading, and championed education through PUSH-Excel, a spin-off program that emphasized keeping inner-city youths in school while assisting them with job placement. The program, which persuaded inner-city youth to pledge in writing to study two hours per night and involved parental monitoring, impressed Jimmy Carter, whose administration became a large sponsor after Secretary of Health, Education, and Welfare Joseph Califano and Secretary of Labor Ray Marshall courted Jackson.
  The organization was very successful at committing major corporations with large presences in the black community to adopt affirmative action programs in which they hired more black executives and supervisors and to buy from black suppliers, wholesalers, and distributors. The organization employed prayer vigils to call attention to issues. It opposed Ronald Reagan's workfare initiative requiring that welfare recipients work for part of their benefits.
  The organization staged several boycotts, including early 1980s boycotts of Anheuser Busch and Coca-Cola as well as a 1986 boycott of CBS television affiliates. The boycotts became so well known that at one point David Duke supporters referred to a boycott of Nike, Inc. as oppression of whites by blacks. Nike spokesperson Michael Jordan disavowed the boycott. The boycotts of Budweiser and Coke as well as one against Kentucky Fried Chicken were touted for having won minority job concessions f
caption: Jesse Jackson speaks at 1973 PUSH National Convention
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