Your Marketing Campaign Can Celebrate Black History Month All Year Long — Here’s How
By Andrea Zehnder
Vice President, 414digital
February 6, 2023
Black History Month is the perfect opportunity to educate your audience, support Black creators and businesses, and advocate for change.
We stand on the shoulders of giants. If it wasn’t for activists who’ve gone before us, we may not have the understanding of what it means to be inclusive.
Marketing has evolved, and inauthentic messaging won’t fly in today’s world. We have to be informed and smart, and we must prioritize our marketing so that multiple voices will be heard. It is in the recognition of the history, achievements, and influence of the Black community, we will, ultimately, reach larger audiences.
Coretta Scott King speaks to students from the U.S. embassy school in New Delhi, India, January 1969. Civil Rights activist Andrew Young is at far right. Photo by Tim Brown. flickr
Support and Promote Local Events and Businesses
One of the easiest and most effective ways to elevate your marketing campaign is to promote local events and Black business owners. Supporting your very own community helps your Black consumers feel seen and supported.
Looking for ways to support the local Milwaukee Black community? Check out Maurice Hugh’s post, Three Great Ways to Celebrate Black History Month in Milwaukee.
Black History Month provides the opportunity for brands to take part in important cultural moments with thoughtful campaigns.
Celebrate Diversity and Inclusion All Year Round.
Target consistently leads the way with diversity and inclusivity in its marketing campaigns. Here’s their recent Black History Month campaign. Target understands that celebrating Black History Month will reach Black consumers during the month of February, but more importantly, Target weaves cultural diversity and appreciation into the fabric of its brand for the rest of the year. This is a brilliant example to follow.
Another leader in Black History Month marketing is H&M who has partnered with Buy From a Black Woman. Founded in 2016 by Nikki Porcher, the nonprofit organization focuses on empowering, educating, and inspiring Black women business owners and the people who support them. Check out The Living Examples | A DocSeries From Buy From A Black Woman docuseries on YouTube. H&M has been able to create authentic Black History Month marketing campaigns that are long-term.
There are many other companies whose brands have embraced inclusivity and diversity, not only within the workplace but in their marketing campaigns as well. AT&T, Nike, Disney World, Netflix, Who What Wear, to name a few.
Pass the Mic
Create Authenticity. Let Diverse Team Members Have the Spotlight.
Cultural intelligence ensures your campaign is authentic. Amplify the voices of your diverse team members, partners, and clients. Share their Black stories, in their words on your social channels. It is a powerful way to help Black communities, activists, and entrepreneurs. Prioritize inclusivity.
Adobe celebrates by featuring black artists throughout the month.
In 2022, Selena Gomez let various activists and thought leaders take over her Instagram account.
Do You Celebrate Black History all year long? How are your and your clients’ brands inclusive and diverse? We’d love to hear from you in the comments.
Here at 414digital, we are working to be inclusive. If you are interested in joining our board, check out 414digital Open Board Seats.
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