The Drum spotlighted a handful of advertisers and enterprises that actually produced tactics for BHM 2024. Can’t help but feel The Drum editorial staff—as well as the featured creators—engaged in performative box-checking.
Bold & beautiful Black History Month campaigns, from Urban Outfitters, Audible & more
By Audrey Kemp
Explore initiatives from Urban Outfitters, Audible, PPK, and Outfront that amplify Black resilience and culture.
As February unfolds, so, too, does Black History Month — a time to recognize, honor and celebrate the triumphs, contributions and unyielding resilience of African-Americans.
However, in post-Affirmative Action America, where Diversity, Equity & Inclusion efforts face unprecedented challenges, Black History Month 2024 takes on a different hue.
In this climate, the brands and agencies crafting Black History Month campaigns become critical. There’s Urban Outfitters, which tells the story of Black youth rollerskating in the wake of the civil rights movement, and Visit Philadelphia, which encourages readers to read banned books by Black authors.
Below, The Drum embarks on a journey to explore these vital initiatives that stand as beacons of cultural celebration in these pivotal times.
Urban Outfitters: ‘Freedom of Expression: Skate Expectations’
Urban Outfitters has launched ‘Freedom of Expression: Skate Expectations,’ a Black History Month initiative rooted in the 1970s post-civil rights era, when Black people turned to rollerskating to freely express themselves amid discrimination.
In addition, the retail chain is spotlighting emerging Black-owned brands, creatives, and artists through its Artist in Residence program. Collaborating with brands like Pish Posh World, And The B Is For, Troy Browne, the program offers limited-edition capsule collections personally designed by each Black artist.
PPK: Madame Fortune Dessert + HiFi Parlour
Tampa-based agency PPK is spotlighting local speakeasy Madame Fortune Dessert + HiFi Parlour in honor of Black History Month. PPK, known for pro-bono business highlight videos, highlights this unique business that honors the rich history of Madame Fortune Taylor, a Black woman pivotal to Tampa’s development after the Civil War.
The speakeasy pays tribute to her legacy and contributions, connecting modern Black culture with historical significance. Through its ongoing commitment, PPK aims to share Tampa Bay’s lesser-known Black history and empower local voices through cuisine, fostering a welcoming and inclusive culture.
Audible: ‘Listen. Black. 365’
Audible’s latest campaign, ‘Listen. Black. 365,’ extends a meaningful invitation to explore and celebrate Black stories throughout the entire year, “because Black history happens every day,” as the website states.
During February, the campaign gently guides audiences to a dedicated page via various channels, including Audible’s app, web homepages, organic social platforms, member emails, and push notifications.
Visit Philadelphia: ‘Little Free(dom) Library’
Visit Philadelphia, in collaboration with Ms. Joyce Abbott, the Philly teacher who inspired Quinta Brunson’s Emmy Award-winning show Abbott Elementary, introduces a groundbreaking initiative aimed at expanding perspectives and celebrating Black voices: ‘The Little Free(dom) Library.’ The initiative encourages both visitors and residents to explore banned books by Black authors, distributing 1,500 books across the city’s visitor hubs.
Created in collaboration with the agency Allen & Gerritsen, the initiative challenges conventional perspectives on American history while warmly welcoming Black travelers to Philadelphia.
Outfront & Ad Age: ‘Black Creative Excellence’
Out-of-home media company Outfront Media has renewed its partnership with Ad Age for its second consecutive year for the Black Creative Excellence campaign. Collaborations with communities and organizations, including Color Of Change, Moments in Culture and Moments in Art, feature impactful campaigns across major transit systems.
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