Objectives

As a company we stand behind our core principles:

• Give people a voice

• Build connection and community

• Serve everyone

• Keep people safe and protect privacy

• Promote economic opportunity

While our platform provides the amplification of many voices, in the UK some voices are heard louder than others. The objective of this campaign was to use the scale of our platform to help underrepresented Black voices be heard.

Strategy and Execution

We used the Facebook App Facebook Page (4.8 Million followers in the UK) to amplify voices from the UK’s Black community. 

We accomplished this by partnering closely with influential activists such as Monroe Bergdorf and individuals from diverse Black UK Facebook Groups with the goal being to raise awareness and start conversations around issues such as racial equality, diversity, and allyship. Marvyn from Dope Black Dads helped us underscore the importance of diverse representation in parenting. Jay-Ann from Black Girl Gamers highlighted how to be a better ally. Aaron from Friends of UK Black Pride pushed for always celebrating diversity.

Results

This campaign achieved 1.4M impressions and 2.5K interactions. 

Media