Unlocking Potential: The Power of the Emancipators Initiative

The Emancipators Initiative is a workforce development program designed for East Oakland residents who face systemic barriers to employment, like prior incarceration, housing instability, and lack of access to reliable transportation. The program combines job training, hands-on work experience, and life-skills education with the kind of wraparound support that makes long-term success possible.

“It really kept me going,” one participant recalled of his time at the Clean360 soap factory. “When our 200 hours was over, they extended my hours because [I was] here every day and … on time.” That dedication—and the opportunity to prove it—captures what makes the Emancipators Initiative so transformative.

What is the Emancipators Initiative?

Launched in 2013, the Roots Emancipators Initiative is a workforce development program designed for East Oakland residents who face systemic barriers to employment, like prior incarceration, housing instability, and lack of access to reliable transportation. The program combines job training, hands-on work experience at one of Roots’ three workforce enterprises, and life-skills education with the kind of wraparound support that makes long-term success possible.

In short, it’s not just about finding a job. It’s about creating a foundation for lasting stability, confidence, and growth.

Building confidence and stability

For many participants, the first step was overcoming fear. One young man, who once struggled with severe social anxiety, described entering the program as nerve-wracking—until he met staff who welcomed him without judgment.

“Once I [saw] how welcoming everybody was, it really let me settle down,” he said. That encouragement carried through as he gained work experience, first in production at Clean360, then in a storefront role, and finally into permanent employment in sign making.

“When I walk around, people wonder why I’m so happy, man,” one participant told us. “[I’ve] got something to look forward to and a journey that I’m on.”

Another participant described the turning point that came when a Roots mentor encouraged him to stick with his GED exam. He passed, went on to earn his driver’s license, and later secured a steady job.

“I just carry myself with a lot more confidence and belief in myself,” he reflected, crediting the program with changes his family immediately noticed.

Hands-on training with real impact

At Clean360, participants learn not only how to make soap, but also what it means to take responsibility, work as a team, and take pride in their craft. One man who had never imagined making soap laughed as he explained how people now ask him for more after trying a bar he shared.

“I always try to let them know, this is what I make at work,” he said. “And people say, ‘Hey man, that soap you gave me was really [great]. You got any more?’”

That pride carries into consistency. “I tried to make sure I was here early … because what they try to show you is to be at work … be on time,” he added. “So I was the first one here … to try to let them know, hey, I’m ready to go.”

Support that makes the difference

Participants repeatedly emphasize that the Emancipators Initiative goes beyond training. It offers the kind of support that stabilizes lives: help with housing, access to health care, transportation, and mentoring that doesn’t end when the workday does.

“Sometimes you need great things to turn your life around a little bit,” one participant explained. “And Roots has always been there when I needed help. They never said no.”

A pathway to the future

For many, the Emancipators Initiative has been life-changing. One man who had once been living out of his truck described how his Emancipators job helped him afford a new, reliable vehicle, restoring both his mobility and his sense of dignity.

Another participant, reflecting on his unexpected path into sign making, said, “What I didn’t expect was just how much I would love it—and the friendships I’ve been able to make here as well.”

“I feel stronger out there,” another graduate explained. “It put me in a sharper position. I feel more solid because I have someone behind me, representing me.”

That sense of strength and belonging is the Emancipators Initiative’s true measure of success. More than simply a way back into the workforce, it is a way forward, offering participants the confidence to build new futures and the stability to sustain them.

Community Spotlight: Carlos P.

Carlos grew up in East Oakland with dreams of owning his own business. After losing his father—his partner in that dream—Carlos felt adrift. Then he found the Emancipators Initiative.

Through the Initiative, Carlos learned practical skills, like electrical and handyman trades and financial literacy skills. While in the program, he also received wraparound support from Roots: health care, housing assistance, transportation assistance. Perhaps most importantly, Carlos gained the confidence to pursue his long-term goals and to help others along the way. 

“My whole perspective now is if you can help somebody … you should do that,” Carlos says. “That’s all the world needs, just the helping hand.”

Today, Carlos walks with his head high, proud of his achievements and excited for the future. He sees the Emancipators Initiative as more than a job program. It’s a fresh start and launching pad.

“Everybody, my family includ[ed], is very happy and proud that I found a positive outlet in the community,” he says. “I can walk around with my head up high because I have all the information I can need to succeed in life right now.”