Starbucks has announced that its baristas will start pro-actively talking to customers about racism , in an attempt to 'create a more empathetic and inclusive society - one conversation at a time ' . Starting on Monday , staff at the 4,700 cafés across America will have the option to write 'RaceTogether ' on cardboard cups , which is the slogan of a Starbucks anti-racism campaign . It is hoped that customers who encounter the slogan on their coffee cup will be inspired to discuss the deeper issues affecting America . Scroll down for video . Campaign : Starbucks boss Howard Schultz has instructed staff to write 'RaceTogether ' on cups in an effort to draw customers into a discussion about the state of race relations in America . Talking point : Although Starbucks says that nobody will be forced into a discussion , baristas will attempt to speak to customers about racism in America by writing slogans on their coffee cups . The move is the brainchild of Howard Schultz , 61 , the company 's boss , who has a track record of speaking out about contentious topics , from gay marriage to gun control . His decision came in response to the escalating racial tension that emerged when grand juries failed to indict white police officers involved in the killings of Michael Brown , 18 , in Ferguson , Missouri , and Eric Garner , 43 , in Staten Island , New York . Last year , Schultz travelled to Starbucks branches in the cities most affected by racial tension , including Los Angeles , St Louis , Chicago , New York , Oakland and Seattle . Mr Schulz met about 2,000 Starbucks staff on the tour , and made contact with the rest of his 200,000 employees - 40 per cent of whom are from ethnic minority backgrounds - via a video address . 'It 's an emotional issue , ' he said . 'But it is so vitally important to the country . ' Last week , the company ran full-page advertisements in the New York Times and USA Today , highlighting race tensions in the country . The page was black , with the words 'shall we overcome ? ' in the centre , and the company logo at the bottom . The campaign will continue on Friday , when every copy of USA Today will carry an insert about racism , which will also be stocked at branches of Starbucks . Schultz kicked off the campaign last December with a letter that appeared in TIME magazine . 'Last week , one thing became clear : we can not continue to come to work every day aware of the difficult and painful experiences facing our nation , and not acknowledge them , together , as a company , ' he wrote . 'Indeed , despite the raw emotion around the events and their underlying racial issues , we at Starbucks should be willing to talk about them . ' Schultz has a track record of using his public profile to highlight issues close to his heart . In 2013 , he wrote an open letter requesting customers to leave their guns at home when they visited his stores , even in states where they can be carried legally . 'We believe guns and weapons should not be part of the Starbucks experience , ' he said . He also spearheaded a petition to end federal shutdown in the same year , and launched a scheme to boost job creation in the U.S. by selling bracelets in its cafés in 2011 . Starbucks is also intending to employ 10,000 former members of the armed forces and their partners over five years . Those who oppose Schultz ' views get short shrift . In 2013 , an investor said that the company 's open support for gay marriage was harming sales . Schultz responded by suggesting that he sell his shares . Schulz will reportedly discuss the Race Together initiative at the company 's annual shareholder meeting on Wednesday , according to Fortune .
RaceTogether , boss of Starbucks , gave the order in response to the race-related violence sweeping America . He went on a tour of areas affected last year , and started an anti-racism advertising campaign . Baristas will write 'Howard Schultz ' on cups in an effort to stimulate debate . Starbucks claims that nobody will be forced into a discussion .