White advertising agency Thjnk in Germany commemorated Black history by attempting to be provocative—yet ultimately landed with a global variation of the “Black history is American history” cliché.
The firm stressed that Black Americans comprise only 4% of the world’s Black population. Okay, but that’s still waaaaay more than the statistics for Afro-Germans.
Sorry, this concept stjnks.
Here’s the Black and White—emphasis on White—explanation for the concept:
Black history. Celebrated every February. Originally in America. And now, by the whole world.
But most people don’t realise that this is a problem.
Black Americans make up only 4% of the world’s Black population (1.2 billion), and yet America is seen as the benchmark for Blackness by most people in the Western world.
Why should we only celebrate our universal Blackness in one month of the year when we are who we are every day?
Just as we believe there is no “I” in “thjnk”, we have a campaign for the true representation of ALL Black people to change this cultural perspective.
Introducing #blackthinkers, a film that challenges the current narrative around the celebration of Black history with an encouraging new message: Black history is every single day.
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