As Black History Month comes to a close, BDC Strategy Group aims to recognize exceptional Black History Month Campaigns by renowned companies and brands. Our team members have selected standout brand campaigns that effectively resonate with its audience while exemplifying successful Black History Month campaign techniques.
National Museum of African American History and Culture
The National Museum of African American History and Culture (NMAAHC) is located in Washington, D.C., and is a part of the Smithsonian Institution. The museum features an abundant history of the Black American experience in the U.S. Key elements of its Black History Month campaign includes a blend of its branding with Black History Month messages. Additionally, the museum Black History Month initiative highlighted book lists, educational programs for children featuring Black professionals in various fields such as the NMAAHC Kids Learning Together program, weekly food tastings and dedicated Black History Month webpage. Considering this year’s Black History Month’s theme is African Americans and the Arts, it is fitting to spotlight the NMAAHC on our list.
Visit Orlando
Visit Orlando implemented a Black History Month campaign showcasing several historically Black neighborhoods and features of Orlando. The strategy behind this campaign was established to expand knowledge and awareness of some of Orlando’s top hidden treasures. Visit Orlando is a not-for-profit trade association that creates global branding for the city of Orlando. Membership comprises more than 1,500 companies in various sectors of Central Florida’s tourism community. An example of Visit Orlando’s initiative includes a video spotlight of Parramore, the oldest and largest Black American neighborhood in Orlando.
Target
Target is celebrating Black History Month with its Black Beyond Measure campaign. Part of this campaign includes its Black History Month apparel, jewelry, stationary, toy and books collections. These collections were designed and delivered by various Black designers including House of Aama, Gee’s Bend, Black Men Smile, Winnie Weston, Legendary Rootz and more. Target also implemented an HBCU Design Challenge where selected HBCU students had the chance of bringing their designs to life and be a part of the collection drops. Additionally, Target created a webpage where a shopper can directly find Black-owned brands and products available in-store and online.
NPR Up First
Up First is a 10-minute morning podcast at NPR that highlights the biggest news stories of the day. If you aren’t signed up for its newsletter, we recommend doing so. For Black History Month, Up First released a personable newsletter showcasing its Black employees and Black culture. Employees who participated shared their stories, highlighting relatable experiences including trips to the hair salon and exemplifying the importance of Black American influence. This campaign stands out because it speaks from the point of view of the employee, allowing them to express themselves through lived experience and that Black history is more than just what took place in the past – it is also recognizing its presence.
ByBlack
ByBlack is a national directory and certification platform providing training and contracting opportunities for Black-owned businesses. ByBlack developed a Black History Month newsletter as part of its ByBlack Bulletin series. The newsletter provided history behind innovative and successful Black entrepreneurs in the U.S. Key figures included Annie Turnbo Malone, founder of Poro College; O.W. Gurley, known for establishing Black Wall Street; Garrett Morgan, creator of the gas mask and traffic signal; and Alonzo Herndon, founder of Atlanta Life Insurance Company. The newsletter also provides resources, including open business grant opportunities and the ByBlack Bundle, a collection featuring products from ByBlack certified, woman-owned artisan brands. In addition, ByBlack amplified the latest DEI trends in the news.
Each of these brands, big and small, displayed unique campaigns to celebrate Black history. Not only did they commemorate Black lives, but provided creative platforms for brands and partners to showcase their commitment to diversity. From honoring historical figures to amplifying contemporary voices, these campaigns spark meaningful conversations and drive positive change, while reminding us of the ongoing journey toward a more inclusive society.
