Story
Our
About The
Black Santa Project
In 2021, our founder The Honorable Auon’tai Anderson received a call from brother jeff of the brother jeff Cultural Center asking for a “Black Santa” to support a local toy giveaway sponsored by Montbello Walks. With only a red Nike sweatsuit, Auon’tai headed to Party City to find a Santa beard and hat. Organically at the same time, Ms. Pam Jiner (Montbello Walks) needed to find a home for all of the excess toys she had in stock. Little did we know, this simple act would blossom into an annual event and birth The Black Santa Project.
Our Mission
The Black Santa Project is about more than gifts; it’s about making every child feel seen, loved, and included during the most magical time of the year. We’re here to ensure no child wakes up without a gift and no family feels left out of the holiday spirit. By diversifying the image of Santa Claus, we’re showing kids that Santa looks like them, their communities, and the people who love them most. Through acts of kindness, storytelling, and meaningful connection, we’re creating a holiday season that embraces everyone and reminds us of the beauty in our shared humanity.
Our Vision
Our vision is a world where Black joy is unapologetically celebrated, where every child sees their reflection in the spirit of giving, and where the magic of the holiday season breaks barriers, heals communities, and affirms the dignity, worth, and dreams of every Black child and family we serve.
The Evolution of Black Santa: Redefining Holiday Traditions
Over the last four years, the Black Santa Project has transformed the holiday season into something more meaningful, inclusive, and impactful. These videos tell the story of how we’ve redefined what Santa represents, creating a space where children and families see themselves reflected in the joy and magic of the season. From delivering gifts to fostering community connections, the Black Santa Project has become a beacon of hope and representation, proving that the holidays can be a time of true belonging for everyone. Witness our journey, celebrate our growth, and see how Black Santa is reshaping traditions—one family, one story, and one year at a time.
