How to Build Black History Month Campaigns That Truly Honor Black Communities

Two cultural moments of recognition are fast approaching: Dr. Martin Luther King, Jr. Day (January 18) and Black History Month (February). With the stakes high this year, we’ve developed a POV to help guide you through plans around brand participation — and most importantly, to help counsel on what meets the mark, and what doesn’t.

The litmus test for campaigns, activations and social media posts during MLK Day and Black History Month should be: Is it action-oriented or performative? Is it truly benefitting Black people, Black communities and the fight for racial justice? Media and consumers are likely to scrutinize brand actions that:

• Are out of step with or disconnected from brand values and track record on racial justice
• Exploit Black employees or consumers for free labor to profit from a racial justice “trend”
• Benefit the bottom line of white-owned businesses and decenter Black-owned companies in a key moment for gaining consumer attention

Following the attempted coup staged by white supremacists at the U.S. Capitol last week, it is even more essential that we go into MLK Day and Black History Month with authenticity and actions that are grounded in true brand commitment. If a brand is unsure how to show up, it’s best to just be quiet.

To help plan your communications in February, we've outlined below three key considerations for brand campaigns, along with some pointers on what to expect from media.

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KEY CONSIDERATIONS

• Acknowledging MLK on Social: Brands may feel compelled to share social posts on January 18 acknowledging the work of MLK. While there is likely limited risk in sharing a short post on the brand’s commitment to DE&I, it may come across as inauthentic if the brand has not previously shared its DE&I commitments publicly or posted about MLK Day in previous years.
• Why it matters: Recognizing and celebrating public figures like MLK is commendable at first thought, but must be rooted in authenticity and a connection to the brand values and mission. Also important, if your brand’s offices are open on that day, it may raise backlash from employees who are still required to report to work.
• ‍Authenticity: Consumers are paying attention to how brands have responded to the Black Lives Matter movement — and those that made public statements of support in 2020 should expect to be held accountable this year. MLK Day and Black History Month aren’t “one and done” moments, but rather opportunities to show continued commitment to the work of racial justice. ‍
• Why it matters: Last year, many brands that engaged in Pride Month were called out for “pride-washing;” similarly, there's concern that brands will try to tap into cultural moments for media attention, without making any meaningful contribution to Black communities. Brands who are yet to publicly announce a tangible roadmap to racial equity should avoid token gestures, and use this moment to lay out long-term, measurable commitments.‍
• For Profit: With a history of brands exploiting minority groups for free labor, there will be an eagle eye on where the profits of activations timed to MLK Day and Black History Month are directed, especially when leveraging Black employee groups and brand ambassadors. ‍
• Why it matters: While it’s important to amplify Black voices and perspectives, it’s equally important to question whether brand initiatives highlighting Black voices are truly benefitting the Black community — or if brands are taking advantage of free labor to drive profit. Brands must always fully compensate the contributions of those participating in campaigns, as well as donating a portion of profits to the communities they are capitalizing on. ‍
• White-Owned Businesses: Much of previous Black History Month coverage features Black-owned brands. This year, as more and more white-owned brands look to get involved, there’s concern that these launches will drown out opportunities for Black-owned brands to gain attention during one of the few times this community is truly front and center. ‍
• Why it matters: Brands should be extremely buttoned up with messaging on the correlation between their launch, activation or social campaign and direct benefit to Black communities. White-owned brands should consider a substantial giveback component that honors Black history in the country by elevating communities affected by centuries of systemic racism. White-owned brands could also consider collaborating with a Black-owned brand in their sector, offering up their social platforms for amplification, and directing all profits to the partner brand.

KEY MEDIA COVERAGE TAKEAWAYS

• More Brands “Get Into the Business” of Black History Month: Previously, only a select few brands had leveraged Black History Month to insert themselves into the media conversation. After recent events surrounding social injustice, consumer purchasing habits have changed. Consumers are becoming more conscious of the brands they support, ensuring they are authentic and align with their personal values. As such, it’s expected that there will be a large increase in brands working to engage consumers around this major culture moment in 2021. (NBC, Forbes) ‍
• A Shift to Celebrating Black Culture & Icons: In previous years, the media conversation surrounding Black History Month has focused primarily on how to support Black-owned businesses and brands. Now, there’s a call to celebrate past civil rights leaders, while also focusing on current icons, Black employees and an overall celebration of Black culture. (ASALH; InStyle) ‍
• Media Will Call Out Campaigns That Don’t Meet the Mark: Several brands that have engaged with Black History Month in the past were met with consumer and media scrutiny, making it crucial that we look at any activation from every angle possible to ensure positive brand attention. Those brands that received positive responses in the past have authentic, deep ties to the Black community through ongoing CSR initiatives and community engagement. (Forbes; Footwear News)‍
• UK Black History Month Sets an Example: Similarly to the US, Black History Month UK is an annual event that takes place in October that celebrates the contribution made by those of African and Caribbean descent living in the UK. Brands challenged the underrepresentation of Black people in various industries, highlighting how ongoing oppression perpetuates stereotypes. Brands like Bumble, TikTok, Instagram and Depop highlighted Black creators and individuals allowing them to share their stories and open up a dialogue. (The Drum; TikTok)

Questions? Or looking for additional guidance about how your brand should participate in MLK Day and Black History Month this year? Please email allyship@praytellagency.com.

The People, Allyship, Culture & Trust (PACT) team: Brands and other institutions can no longer take from cultures without accountability, check the box on diversity without true equity, or take a stand now without reflection of past behavior. The People, Allyship, Culture & Trust (PACT) team at Praytell helps brands find their voice and commit to impact around diversity, equity and inclusion. From impact strategy to research, internal and external communications, and crisis & reputation management, we’re leading this work with a deep focus on cultural intelligence and insights.