I'm guessing he is including: policing discrimination based on race, prosecutorial discrimination based on race (3x length of sentences for people of color for same crimes as the white population), disproportionate mandatory sentencing for African-Americans vs. Whites for the same crimes, the racial disparity wealth, targeting of subprime lending by banks at much higher rates in African-American populations, etc.
I can keep going on, but no, it's not just about "pretty small statistical differences in data about violence."
I agree with you about the "raising awareness". Almost everybody is aware of it, but very few actually put actions in place of words. He's not appealing to any racists or people who, no matter what, are still going to discriminate openly (or be openly racist for that matter). What he is trying to "raise awareness" of is the implicit and unconscious bias that EVERYBODY has (including black people), and come to an understanding that it still disproportionately and systematically impacts people of color in 2016.
It's also about getting people who are not black to understand that, yes, even today, people of color, almost no matter what, are going to be viewed as a lesser person because of the color of their skin. No amount of fame, money, success, being "raised white", or a law-abiding citizen will change that.