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For brands across verticals, Black History Month presents an opportunity to shine a light on their commitment to Diversity, Equity, and Inclusion (DEI). Too often, however, these efforts are only one-offs to tout when February rolls around once a year.
If joining the conversation, true industry leaders take the time and resources to not only celebrate, but really do their part to uplift and empower Black communities on an ongoing basis — no matter what month it happens to be. Take a look at the following top brands and how they balance timely celebration with real, mission-driven campaigns, content, and commitment.
#BlackTikTok Amplifies Visionary Voices
Brand Approach
“From making waves across industries, to advocating for Black voices, our visionary #BlackTikTok community continues to elevate Black creativity and drive industry-shifting influence on and off of TikTok. This Black History Month and year-round, we’re celebrating the brilliance of #BlackTikTok and amplifying the culture-defining impact of our Black creator community.”
Campaign Details
#BlackTikTok was born last year with the launch of the social media platform’s curated list of Black Visionary Voices as well as a spotlight series on Black-owned businesses and creatives. This year, the initiative is back for more with a whole new cohort of content creators and live events plus the debut of #ShopBlack, #BlackMusic playlists, and a new creator grant program.
The refreshed initiative honors “Black creators, Business Owners, and Industry Disruptors who are making a positive impact on TikTok and beyond, using their creativity to celebrate, honor and shape Black culture and history.”
Brands like Topicals, Pat McGrath, and Natural Girl Wigs, as well as nonprofit organizations like Black Girls Code and Raise Fashion, are getting a well-deserved spotlight with shoppable and other in-app capabilities. And with “IRL” happenings plus OOH and in-cinema advertisements in Atlanta, LA, and other cities across the country, the efforts are sure to reach far and wide.
We’re thrilled to continue to elevate Black creatives who are breaking boundaries and inspiring others both on and off the platform.
Why it’s Best-in-Class
This is a move (and a movement) that results in real business, real resources, and real opportunities for Black people, and that’s what matters most. Continuing their partnership with Black Girl Ventures — which kicked off last year with a $1M investment from TikTok — the new Innovate Together Grant Program will award $50,000 to a selection of Black small-business owners, entrepreneurs, and content creators in the beauty, lifestyle, and consumer sectors. And beyond the financial boost, the program promises to “pair business owners with standout creators to elevate and refine their social strategy, helping entrepreneurs craft captivating content that resonates with target audiences.”
Related Reading: 3 Brands Getting Purpose-Driven Marketing Right + Why Creators are Becoming Social Media Strategists for Brands
Disney Soulfully Celebrates Black Heritage
Brand Approach
“Disney is celebrating Black heritage throughout the month of February and beyond by shining a light on Black stories and voices across the company, and honoring the creativity and resilience of Black creators, storytellers, and magic makers.”
Campaign Details
To commemorate Black History Month 2024, the Walt Disney Company is releasing an incredible array of special programming focused on Black stories across its streaming networks. From new reality series and animated shows to documentaries about Dr. Martin Luther King, Jr. and Malcolm X as well as Black trailblazers in space, science, sports, education and more, there’s something for everyone that touches on every part of the Black experience. And on Hulu (a Disney-owned platform), the dedicated Black Stories Always hub has an awesome selection of new and beloved content to keep us watching not only all month long, but the whole year through.
Beyond the screen, Disney has also relaunched Celebrate Soulfully, “a year-long ode to honoring Black heritage and culture through soul-stirring food, vibrant art, music, style, and talent at Disney Parks, with special limited-time offerings during Black History Month.”
And with a month full of highly-anticipated in-person events and more excitement rolling out throughout the year — including concerts, Black and African art exhibits, a spotlight on Disney’s first Black animator, and an expansion of “The Princess and the Frog” universe with new Tiana-inspired rides and experiences — it looks like another home run for the company.
Why it’s Best-in-Class
“This Black History Month, we’re recognizing our employees, storytellers, artists, and community leaders,” says Tinisha Agramonte, Senior Vice President and Chief Diversity Officer. For Disney, that doesn’t just mean fireworks. Working across teams, products and departments to create a holistic and consistent brand narrative, that true recognition comes through every step they choose to take — from the content and event efforts outlined above, to highlighting employee stories, funding Future Storytellers, and working with the UNCF to create new internship opportunities for high-achieving Black college students hoping to break into the entertainment industry.
By giving them their flowers, we are showing appreciation to those whose contributions to the culture inspire us all.
Related Reading: 4 Brands Upping the Ante on Creativity + Storytelling in 2024 + 11 Surefire Ways to Increase Event Registrations
Revolt Imagines a New Black Narrative
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Brand Approach
“The era of Black stories being oppressed, suppressed, and distressed is over. Our narratives aren’t anecdotal, or erasable; they’re evidence of our innovation and brilliance. What if WE controlled the pen that told our own stories? Stories that told the world who we are and what we are capable of?
This Black History month, REVOLT partnered with creators to celebrate our genius and reimagine our impact on the world using AI. From satire to sci fi to fantasy and epics — this month, reimagine, reprogram, and rejoice with #ImagineIfREVOLT.”
Campaign Details
Since its start in 2013, Revolt TV has become a leading voice for hip hop culture, social justice issues, and black communities around the world. To commemorate Black History Month, this year’s “Imagine If” campaign has found an ingenious way to reimagine Black history by giving Black AI artists, creators, and storytellers “the ability to challenge historical distortion and reshape the portrayal of Blackness in media.” Using new generative AI technologies to create stunning visuals paired with masterfully curated music and beautifully written copy, the Instagram-centered campaign is opening door after door into all kinds of possible realities and expanding the meaning of representation itself.
“Historically, the portrayal of Blackness in media and entertainment has often been marred by bias and stereotypes, with limited control over the narratives resting in the hands of the community itself,” the brand explains. “This project turns the tables by providing Black artists and writers the freedom to define their own stories while offering
fresh, authentic perspectives that challenge longstanding prejudices and misconceptions.
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Why it’s Best-in-Class
This effort has not only created jobs and valuable exposure for over a dozen Black creatives, it’s also shaping an entirely new way to understand identities. “What happens when you get to see yourself in positions of power, instead of always being at the bottom of the food chain?” asks Revolt CEO Detavio Samuels. “What we’re hoping to see through all of this is to spark conversation to help Black people recondition their mind.” Judging by the incredible content and rave response they’re released so far, we can’t wait to see what else is in store.
This is the best use of AI I’ve seen to date,” one fan responded. “Good job, Revolt. Keep empowering.
Related Reading: Mastering AI for Content Design: 3 Impactful Tips + 3 Brands Commemorating Black History Month the Right Way
