The organization’s principal objectives shall be:
- To combat racism by identifying and eliminating its well-spring and hiding place in language.
- To tackle the racial bias mindset that is rooted in and purveyed through language.
- To raise global awareness about the dangers of racial stereotyping by language.
- To campaign against the use of race-denoting terms such as “white” and “black” to signify “good” and “bad”.
- To promote the role of language in fostering racial harmony and the public good.