Adweek reported on nine brands saluting Black History Month with promotions and patronizing propaganda. While a handful of companies have been consistent supporters over the years, the story underscores the industry’s overall lack of interest for Black History Month—which is rooted in the overall lack of interest for Blacks. While events like International Women’s Day inspire endless campaigns with big budgets and big hopes of landing awards, the 28 days of February typically feature single-shot shit with crumby budgets and hopefully royalty-free stock images.
How These 9 Brands Are Commemorating Black History Month This Year
Hulu, Lyft and more rolled out new initiatives this February
By Diana Pearl
It’s Black History Month, and as the country celebrates black people, black activists and black icons, several brands are joining in to honor the impact they’ve had on culture and society. Here are nine brands who are participating and what they’re doing below.
The social media giant is encouraging its users to #ShareBlackStories with the advent of newly-unveiled creative and camera tools that were thought up by some black employees at Instagram. Additionally, on the platform’s own Instagram account, stories from creators like Tawny Chatmon, Paola “Pao Pao” Mathé and Uzumaki Cepeda as well as short films featuring prominent black figures will be shared throughout the month.
Nike
As per its usual tradition, Nike released a new lineup of sneakers in honor of Black History Month. The brand debuted eight new pairs of kicks for the occasion for men, women and children, including an Air Jordan sneaker and a pair of Converse high-tops. (Fellow sportswear brand Adidas also debuted a pair of Black History Month sneakers this year, but it was pulled after the all-white shoes received social media backlash.)
Target
For the month of February, Target’s monthly beauty boxes will feature products for black consumers from black-owned brands, including Carol’s Daughter and Nubian Heritage. There are three boxes total, one for men and two for women. Additionally, the retailer is selling several products in honor of the month, including T-shirts listing the names of several influential black figures in history, like Sojourner Truth and Harriet Tubman.
Hulu
The streaming platform rolled out a new three-part series this month called Around the Way, which features stories from notable black voices in Los Angeles, Atlanta and New York, including musician Jermaine Dupri, mayor of Compton Aja Brown and Democratic candidate for governor of Georgia Stacey Abrams. Hulu is also rolling out Celebrating Black Stories, a hub centered on “content celebrating black voices and themes on our platform,” according to a statement, which will remain on the platform through the end of February.
At Twitter’s New York City office, the company’s rotating #WallForACause, a cause-inspired art installation, celebrates #BlackExcellence in February. In collaboration with Blackbirds, Twitter’s black employee group, and local artist Keebs, the installation highlights several influential black women throughout history, including Coretta Scott King and Nina Simone, as well as modern figures like Serena Williams and Tarana Burke, founder of #MeToo.
Hennessy
Hennessy is rolling out a video series for Black History Month called We Are. The series will run for four episodes, each one featuring a different lineup of black artists, activists and more. Rapper ASAP Ferg and fashion designer Kerby Jean-Raymond of Pyer Moss are among the names featured in the first episode, which is titled “We Are Creators.” It will be followed by three more: “We Are Proud,” “We Are Disruptors” and “We Are Ambitious.”
Coca-Cola
Throughout Black History Month, Coca-Cola is sponsoring a contest called “Share Your Service Story”—where people can share stories about their own military service or their family members’ or friends’—for a chance to win one of four scholarships worth $1,000 to $5,000. Participants can enter by sharing a photo or video on Twitter or Instagram with the hashtag #ShareYourServiceStoryContest. The contest, done in partnership with the USO, is held in memory of Charles B. Hall, who was the first black service member to take down an enemy plane during the Second World War.
Lyft
Lyft is giving away free rides to “black history museums, memorials and relevant cultural sites, as well as to black-owned businesses” during Black History Month, according to the company. Lyft will provide up to $10 in credit for people to ride to these significant landmarks and has listed all eligible spots on its website.
SoulCycle
Across the country, SoulCycle is hosting rides to benefit the NAACP Legal Defense Fund, with an ultimate goal of raising $20,000. One hundred percent of the proceeds from each fundraising ride throughout the month of February will go to the Defense Fund.
What I hate is seeing agencies gear up to spend big money on International Women's Day each year, with proper budgets and support and half the agency contributing, and fall back on cheap hash tags for Black History Month.
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