Marketers Elevating the Black Community
February is Black History Month, a period that celebrates the strengths and achievements of the Black community and that strives to advance the causes most important to its members. In keeping with this important theme of the month (and beyond), consider the following case studies from the ANA’s portfolio of award programs. The following examples demonstrate the marketing community’s commitment to elevating the Black community, making its members feel seen, and supporting causes that they champion.
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Marketing to African Americans
ASK Answers February 22, 2024How can my brand connect with African American audiences?
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Creative Activism: Driving Impact for the Black Community Through Grassroots Campaigns
Budgeting Brilliance January 23, 2024Through their purpose-driven campaigns addressing pandemic challenges and racial injustice respectively, Big Facts, Small Acts and the Courageous Conversation Global Foundation exemplified how community organizations can inspire change and support the Black community on a small budget.
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Making History of the Black Experience
Beyond Profit Podcast January 9, 2024In this episode of Beyond Profit, BROWNBAYLOR founder and CEO Dontrese Brown joins host Ken Beaulieu to discuss a virtual reality exploration of the Black experience, his advice to business leaders and marketers about taking on purposeful projects, creating an inclusive workplace culture, and more.
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Diversity Disconnect: Charting More Inclusive Pathways for Growth — the Black Talent Perspective
Research Reports November 14, 2023The AEF Conducted research among its key stakeholders around the challenges brands face cultivating and elevating black talent.
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Connecting African Americans with their Ancestors
Multicultural Excellence Awards November 13, 2023Genealogical service Ancestry strove to assist African Americans trying to uncover their family histories, inspiring their efforts with a documentary film.
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Dove and LinkedIn Fight Hair Discrimination
Multicultural Excellence Awards November 13, 2023Dove and LinkedIn continue their efforts to pass the CROWN Act in all 50 states and end race-based hair discrimination in the workplace.
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How ESPN Leveraged Its Partnerships to Provide Support to Black Businesses
Multicultural Excellence Awards November 13, 2023ESPN leveraged its partnership with the NBA to expand its Champion Black Businesses (CBB) initiative to provide exposure, guidance, and financial support to Black businesses and dismantle systemic barriers to their success.
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McDonald’s Supports Black Change Leaders
Multicultural Excellence Awards November 13, 2023McDonald’s supported “change leaders” striving to make a difference in the Black community.
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How Mastercard Helped Black Female Small Business Owners
B2 Awards September 5, 2023Mastercard’s campaign targeted U.S. card issuers and financial institutions that focus on small businesses and small business owners. Through proprietary research-driven insights, Mastercard solidified and grew its issuer partnerships and brought in fintech partners to strengthen perceptions among small business owners.
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OHBM-NY Launched an OOH Campaign to Illustrate How It Opens Doors
B2 Awards September 5, 2023One Hundred Black Men of New York created an OOH campaign illustrating how the organization opens doors for African Americans in New York.
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Ancestry Partners with Paramount to Uncover African American Family History, Once Thought Lost
Smarties Awards July 24, 2023Ancestry showcased its ability to uncover the family histories of Black Americans with a moving, long-form film with widespread digital distribution.
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Dove Combats Hair Discrimination
REGGIE Awards May 20, 2023Hair discrimination is prevalent and has a lasting impact on Black girls. Dove believes that no one should be denied employment or an education because of their hair. Through the “As Early as Five” campaign, Dove is urging everyone to take a stand to make race-based hair discrimination illegal.
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This Banking Brand Enlisted Black Comic Book Creators to Diversify a Lily-White Industry
REGGIE Awards May 8, 2023Ally Bank teamed up with Warner Bros. Discovery, DC, and Milestone Media to create “The Milestone Initiative,” a program empowering the next generation of Black and diverse comic creators to tell authentic and diverse stories.
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Creative Brands Can Find Scale on Black-Owned Content
Industry Insights March 9, 2023Madison Avenue commitments to Black-owned media are continuing strong in 2023. But scale is the biggest challenge advertisers are up against. There are several changes buyers can make to beat the scale problem, reach Black and multicultural audiences, and send more ad revenue to independent multicultural publishers.
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P&G Elevates Emerging Black Directors
Multicultural Excellence Awards December 23, 20228:46 Films is a platform created to showcase up-and-coming Black filmmakers and to honor the legacy of George Floyd and reclaim the last eight minutes and 46 seconds of his life with stories of joy and love told by Black storytellers and filmmakers.
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The Black Elevation Map
Multicultural Excellence Awards December 20, 2022Black & Abroad created a Black Elevation Map to pinpoint where Black-owned businesses and cultural institutions are most likely to be present, absent, and in what abundance.
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AARP Highlights Black Leaders During Black History Month
Multicultural Excellence Awards December 10, 2022AARP took a unique and ownable approach to Black History Month by developing a national brand campaign that highlighted Black leaders making history now.
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AT&T Honors Black Future Makers
Multicultural Excellence Awards December 30, 2021AT&T celebrated those members of the Black community who were working to build a better future.
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Black Shop Friday
Multicultural Excellence Awards December 30, 2021Chicago advertising agency O'Keefe Reinhard & Paul strove to promote shopping at Black-owned businesses on the day after Thanksgiving.
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Chicago Promotes Voter Registration in the Black Community
Multicultural Excellence Awards December 30, 2021The city of Chicago strove to promote voting within its Black community by creating voter registration booths that featured artwork inspired by the protests that George Floyd’s murder sparked.
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