Equity still has not been achieved by the Black community at scale. Words are no longer enough, the path forward needs to be through sustained action. History is made every time Black excellence perseveres in the face of inequity. And the systemic oppression and racism turned 2020 into a year where Black people wanted a reset. Gone were the days of silently pointing out inequities, it is now time to put full lights on injustices, both social and legal. From street protests came an appetite for swift justice and for sustainable reform. It was also an occasion to give credit to the Black Community that spearheaded most of the protests.

The phrase “Making A Way Out of No Way” exists within the Black Community. Black people have always created opportunities and paved the way even in the face of adversity and systemic racism. Black Makes A Way is the campaign line that nods to that saying, showing that the Black Community will make ways regardless of their circumstance. The campaign contained a social longform piece that aligned poetry and activism, performed by Theresa tha SONGBIRD. Furthermore, exceptional Black individuals from all walks were featured throughout the month of February. We topped it all off by creating shareable cards and artwork to highlight the month of February.

Target: People Champions who are Black and aged 18-34, living in the US.

They are people who want to connect. They are catalysts who have a genuine interest in relationships with other people. They actively think about more inclusive ways to go about their days and because they believe that people can help each other get more out of life.

This work is relevant to social because our campaign was social first, from the films we created that live on Social Media platforms, to shareable cards and community engagement. The community rallied behind the work instantly because it was relevant. Never has social media been used for its initial purpose more than through the social justice movements of 2020. We took real pieces from that insight and incorporated them to the film. We were both tackling the issues Black people face while celebrating who the community is.

"Making a Way out of No Way," is a notable phrase within the Black Community, underlining how African Americans have been known for their resilience, no matter the circumstances. To celebrate Black History Month, in a year that was even more challenging than usual for Black people all over the world, we focused on the perseverance of the community as a whole. Looking to highlight grassroots movements, we found incredibly inspiring Facebook Groups and Group-members who had been looking very deep into their communities' needs and helped solve them, from food deserts to the pursuit of healthier lifestyles. As a launching piece, we made a film - directed by Jason M. Harper - giving the stage to the highly charismatic poet Theresa tha SONGBIRD and her poignant piece "You So Black", a commentary on the brilliance of Blackness. The piece flips negative stereotypes associated with “the dozens'' into positive affirmations.

256,164k Likes & Reactions

75,892k Comments

40,878k Shares

167M Total Media Impressions